This is Zagreb's new identity.

The city of Zagreb has been embroiled in controversy over the installation of underground waste containers on Ban Jelačić Square, a historic landmark central to Croatian national identity. The dispute erupted after Mayor Tomislav Tomašević ordered the placement of these bins during the summer holidays, sparking outrage among local political figures and civic groups. According to statements issued by the HDZ (Croatian Democratic Union) municipal organization in Zagreb, the move was perceived as both an urbanistic and political act of destruction against a symbol of Croatia’s historical heritage. The HDZ criticized the decision as a “grub and unacceptable urbanistic intervention,” arguing that the placement of metal bins in the heart of the city's protected urban fabric represents more than just an aesthetic blunder, it is a deliberate attack on one of the country’s most cherished symbols. The organization emphasized that the action mirrors another infamous historical incident: the removal of the statue of Ban Jelačić by communist authorities in 1947. Both acts were carried out under similar circumstances, during times when the city was asleep, with minimal public resistance. In the case of the 1947 removal, the operation took place overnight on July 25–26, while the current installation occurred on the same date in 2026, during the city’s annual holiday period. In a statement, Ivan Matijević, president of the Zagreb HDZ municipal organization, drew a direct parallel between the two events, stating that both represent “political devastation” of a key historical space. He further noted that the previous activist movement, which once fought for every square meter of public space and eventually led to the formation of the "Možemo" party, has now transformed into a form of self-inflicted damage to the city’s most valuable public space, and potentially to the entire city itself. Meanwhile, the new visual identity of Zagreb, unveiled earlier this year, has also drawn attention. The city introduced a minimalist coat of arms featuring an open shield with a smiley face and the slogan “Zagreb volim te!” (“I love Zagreb”), alongside the traditional city crest. This design, inspired by the concept “Free Man in a Free City” by Boris Malešević and colleagues, won first prize in an international design competition organized by the Croatian Designers Association. The logo is intended to reflect the city’s history, character, and future vision, and will be used in all forms of communication with citizens. The new visual identity includes a dominant blue color code (#0072BC), primarily paired with white, and will appear on official screens, entrances to municipal offices, doors, business cards, notebooks, uniforms, caps, pens, and social media platforms. The design aims to simplify the historical city crest, reducing its recognizable shape to a linear shield that retains its distinctive features. The smiling face at the bottom of the emblem serves a dual purpose: representing both a smile and the River Sava, which flows through the city in a familiar arc. The city council has clarified that the traditional municipal seal, as defined by the city statute, remains unchanged and cannot be altered arbitrarily. Instead, the new visual identity is meant to complement existing symbols and enhance communication with residents. A detailed guide outlining the usage of the new logo and other visual elements has been published, ensuring consistency across all official materials. Despite the enthusiasm surrounding the new branding, some citizens have expressed concerns that the modernized look might overshadow the traditional city crest. However, officials have reassured the public that the old seal will continue to hold its rightful place in formal contexts, such as official documents and correspondence. The new identity, they argue, is designed to make the city more accessible and engaging to its residents while preserving its rich heritage.