600 hesel – Veselý Vilém (2016)

The publication presents 600 Baťa slogans. Baťa slogans are a typical feature of the Baťa company until 1945 and also reflect the philosophy of the company's founder, Tomáš Baťa. Tomáš Baťa liked clear and concise information that had a motivational and uplifting character. That is exactly what Baťa slogans were. They were meant to motivate and encourage people. Over the years, dozens, and then hundreds, were created. Baťa slogans can be divided into two categories – motivational and advertising. The author of the motivational slogans is mostly Tomáš Baťa. He never considered himself their author; many slogans stem from universal human truths and are timeless. The slogans indicate that Tomáš Baťa was inspired by world entrepreneurs, writers, and scientists. The slogans emerged from the ideas that Tomáš Baťa espoused and often repeated. They generally reflected his respect for business, service, customers, time, as well as the essence of will and courage. The brevity and precision of the slogans were soon utilized by the company in advertising and promotion, leading to the creation of a category of slogans that promoted Baťa's products and services. The timelessness of Baťa slogans continues to inspire us today, as the present also demands personal commitment and courage from each of us.