Journal

New identity for Liberální institut: A mark of Freedom

By Loren Goodknight · 2025-06-30

Liberální institut was founded in 1989, the same year as the Velvet Revolution. Since then, it’s stood for personal freedom, free markets, and individual rights – becoming one of the most important voices for liberalism in the Czech Republic.

When we were asked to modernize their brand, we didn’t need to look far for inspiration.

1989 is not just a year.

It’s a symbol.

Of rebellion, of standing up, of the power of people fighting for freedom.

We thought of all the graffiti on the Berlin Wall. Messages painted on the streets. Illegally drawn, emotionally charged, loud in all the right ways.

So we did something simple, rebellious. We drew “89” over the logo, just like someone might with a sharpie on a street poster. As a symbol of resistance. As a reminder of why the institute exists. And as a tribute to the spirit of that year.

That graffiti became the key visual. You’ll see it on book covers, posters, and headlines.

It’s not decoration.

It’s the message.

Freedom first.