After more than 77 years of existence, the oldest Croatian construction company – Tehnika has a new visual identity marking a new era for the company. The news from the company was presented by CEO Bojan Horvačić at a ceremonial event held yesterday at the Meštrović Pavilion in Zagreb, where a large number of Tehnika’s collaborators and partners gathered.
– Five years ago, we started a serious restructuring of Tehnika, and that process is still ongoing. However, we have initiated a positive trend and are recording excellent results. After a series of crisis years, 2023 was exceptionally good, and we recorded a business revenue growth of 98.7 percent. Construction is still perceived as an old traditional industry, but we at Tehnika want to change that public perception. We want to be a company of young, highly educated people, a company that invests in people, that engages in innovations in the market, a company that stands out as one of the leaders in the market, we want to be a desirable employer and attract young people… We are already on that path and are moving towards the future with the best combination of knowledge and experience on one side and young talents on the other – said Horvačić, emphasizing that they currently have 14 open construction sites across Croatia, and in the future, they plan to expand to other European markets.
He also reminded that Tehnika was among the first companies to go to the field after the Zagreb and Petrinja earthquakes, and that segment of socially responsible business is also extremely important to them.
The existing Tehnika logo — the recognizable monogram of the letter ‘T’ in the shape of columns and supports — has not been altered except for minor optical corrections, but it has gained new life with 3D and 2D animations and graphic games that have pushed it to the forefront. The logo, on the other hand, has been completely modernized: while the old one, with its block letters and capitals, evoked the industrial might of the 20th century, the new logo (designed by the esteemed domestic typographer Marko Hrastovec) communicates more appropriately to the new time — accessible, human, and simple. Marko Hrastovec is also the author of the new branding of the specially designed typeface ‘Tehnika’.
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– The redesign of the visual identity and the new brand positioning of a huge, iconic company like Tehnika was a huge challenge. Right at the beginning of the process, through brand research and its history, we realized how much Tehnika is embedded in the daily lives of people in Croatia, the region, and beyond through its residential, commercial, and public buildings, and we wanted to add that humanistic aspect to what was until now a very ‘technical’ corporate identity – commented Dario Dević, Head of Design at agency 404.
During its long and successful 77 years of operation, Tehnika has realized more than 1,200 projects in various segments of the construction industry. They have built hotels, residential buildings, commercial spaces, industrial and cultural facilities, and through completed projects, the company has covered all aspects of high-rise construction. Some of Tehnika’s most famous buildings are true symbols of Zagreb: the Museum of Contemporary Art, KD Vatroslav Lisinski,’Kockica’, and many others. Only a part of these projects was presented yesterday at a special exhibition of Tehnika’s legendary works, signed by the creative duo Ivan Dorotić and Maja Bosnić from Studio Bosnić+Dorotić.
– It is a true privilege to have the opportunity to take time and focus on photographing such objects, some of the legendary and architecturally significant buildings from the near or distant past. Such spaces, especially from the modern period, as unique examples of their time, should be preserved, protected, and restored, so it is an absolute honor to document them photographically with the aim of emphasizing their importance and quality. The most challenging task in this project, but at the same time the most interesting, was to make the final selection of photographs for the exhibition from a large amount of recorded material of such photogenic and special buildings. Likewise, instead of these objects, other equally interesting and architecturally bold projects from Tehnika’s rich history could have been on the photographs, which only shows the extensive range of their performances and opus in the architectural and construction heritage of Croatia – commented Ivan Dorotić and Maja Bosnić.
Otherwise, Bosnić+Dorotić is a multidisciplinary studio for photography and creative services primarily focused on architectural photography and collaborations in the field of cultural and creative industries. Over the past decade, they have collaborated with a number of domestic architects, photographing some of the most successful projects of contemporary Croatian architecture, laureates of the most important domestic and regional architectural awards. They were part of the authorship and/or collaborative teams of Croatian pavilions at the 17th and 18th Venice Biennale and the 23rd Milan Triennale.
