Branding in Protected Areas: Inspiration from Germany’s Nationale Naturlandschaften for Czech National Parks 

A delegation from the Czech National Parks travelled to Germany to learn more about the creation of a shared brand for Protected Areas. This article was written by: Radek Drahný, spokesperson and head of public relations at Krkonoše National Park Administration, Dobrovský and Mira Franzen, Project Officer in the Department of Protected Area Management & Nature Conservation and focal point for the German Section of the EUROPARC Federation at Nationale Naturlandschaften e.V.  

Learning Across Borders: A Shared Voice for Protected Areas

In early May, a delegation from Czech National Parks travelled to Germany with a clear goal: to learn how Protected areas can communicate more effectively through a shared brand, consistent signage, and a common visual identity.

The study visit took the team to Saxon Switzerland National Park, Hainich National Park, and the Spreewald Biosphere Reserve. They also met with Nationale Naturlandschaften e.V. (formerly EUROPARC Germany) in Berlin—the umbrella organisation for Germany’s National Parks, Biosphere Reserves, and Wilderness Areas.

A shared identity without uniformity 

One of the key questions of the visit was how different Protected Areas can be brought together under a common visual identity without losing their regional character. 

The German experience shows that shared branding does not have to mean uniformity. Some areas complement the common visual identity with their own regional logos, reflecting local characteristics and traditions. At the same time, all areas use the shared logo with the concentric circles, making their affiliation with the wider family of Nationale Naturlandschaften immediately recognisable. 

This balance between regional individuality and a strong common identity helps Protected Areas speak with a clearer and more recognisable voice — to visitors, regional partners and political decision-makers alike.

Telling the story of why nature matters 

Positive communication is central to the common branding of the Nationale Naturlandschaften. Therefore, the communication approach aims to convey what Protected Areas mean for society: landscapes, biodiversity, experiences, identity, and a sense of belonging. In this way, the brand becomes more than a visual tool — it helps communicate the value of Protected Areas to the public. 

Partnerships that connect conservation and regions 

Nature conservation works best when local people benefit. The Nationale Naturlandschaften closely cooperate with regional businesses, hotels, tour guides, and local producers. Once these businesses meet specific sustainability criteria, they become certified “Park Partners”. This boosts visibility for eco-friendly businesses and builds strong local support for the parks. 

Lessons for a shared Czech identity 

Czechia is currently holding a competition to create a unified visual identity for its National Parks as part of the project Responsible in Nature: Partnerships for National Parks, funded by the Swiss-Czech Cooperation Programme under project no CH-V1-17. 

The German experience offers valuable inspiration for this transition. Radek Drahný, spokesperson for the Krkonoše National Park Administration, sums up the key takeaway: 

A successful shared brand is about far more than graphic design. It requires shared values, a functioning network, and long-term coordination. It can only succeed if it is understood and supported by the people who manage these parks every day. At the same time, we must respect regional differences and build the system gradually through open dialogue. 

This study visit highlights the core value of the EUROPARC network: by looking beyond borders to share knowledge, European Protected Areas build a stronger, more cohesive voice for nature. 

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