Better try to stay cool and calm when you get the chance to brand your own country. The mission was to encompass and symbolically present the inner truth, feeling and statement of a country based on diversity, richness of history and culture, and emotions that are always first to be mentioned when speaking of Serbia.

In the middle of the logo there is a heart-shaped object that easily emphasises the essence of Serbia. The indubitable virtue that tourists often state, when asked about Serbia, is the hospitality and openness of the people. Moreover, Serbian people have a passionate and emotional way of dealing with everything in life, thus the vivid and cheerful colors.