The PRIOR Department Stores logo is the oldest example of building a unified visual identity in the former Czechoslovakia. The author of the Prior logotype, selected in a tender in 1968, was graphic designer Josef Burjanek. He remained associated with the Prior and managed to render the department stores a uniform graphic style, defined in his own, continuously innovated manual. Its applications used on wrapping paper and plastic bags or in newspaper advertisements became strongly embedded in the public awareness.