Zagreb Smile is a theme city tours here in Zagreb. There’s literally an ocean of smiley logos out there and I had to dig deep to figure out how to make something fresh and appropriate.
If you’ve ever been in Zagreb, you must have seen red umbrellas at the open markets — they’re Zagreb’s trademark. And if you’ve ever been guided by tourist guide anywhere, there’s a good chance s/he had an umbrella to point the direction your group were going to, so that’s another element to the identity that’s linked to tourism and tourist guides. There’s eight typographic smileys around the wordmark (in the shape of an umbrella) to symbolize people coming from all sides of the world.