Dobrý anjěl
How we reimagined the future of one of the most beloved brands in CZ & SK
On a crisp morning, fueled by ambition (and maybe a bit too much coffee), we set our sights on new creative horizons and stumbled across a perfect opportunity on LinkedIn: the CEO of Dobrý Anjel (literal translation: the good angel) was searching for visionary minds to rebrand their beloved, purpose-driven organization. While our proposal didn’t make the final cut, this project—rooted in heart, craft, and a dash of bravado—was such a meaningful labor of love that we simply had to share it with the world.
The Dobrý Anjel brand is a true icon in the Czech and Slovak regions, so we were a bit nervous at first to make any changes. But it was starting to feel a little outdated, especially with its old Keith Haring-inspired style. We decided to keep the angel at the heart of the design, but updated its look to meet current standards. We also made it bolder to improve legibility and tilted the angel’s gaze upward, giving the whole logo a more hopeful and uplifting feel.
At the heart of this transformation is the angel itself. The previous version felt incomplete—almost like a clipart relic from the early 2000s. As a result, the brand appeared somewhat tired and outdated. Despite its bright colors, the angel looked timid and hesitant, which, in our view, was the biggest issue.
So, we set out to preserve the essence of the original logo while breathing new life into it. The letters D and A became the central design elements, shaping the angel’s head and body. The D, forming the head, is now slightly tilted upwards, radiating optimism. A golden halo and wings symbolize hope, while a heart elegantly fills the space within the A, reinforcing warmth and humanity.
But that’s not all. We also integrated the tilted D with its halo into the typography, ensuring that the message of hope remains present even when the angel itself isn’t visible.