2019
Graphic Designer of the Year
Lukáš Kijonka a Michal Krůl
Graphic Designer of the Year
Lukáš Kijonka a Michal Krůl
graphic design for the book Název knihy: Autor názvu: aka MONSTRUM (UMPRUM)
The Brno Moravian Gallery, as one of the most significant local cultural institutions, underwent the transformation of its visual identity in a rather non-traditional manner which moreover passed quite unnoticed. It did not announce a tender as usual but turned to a well-tried graphic studio. The gallery's director, Jan Press, commented on the cooperation with the Kolektiv as follows: "The know-how that later resulted in our new visual identity was developing gradually, first based on a small campaign and then leading to other things."
The identity was therefore "tuned up" step by step and its final form settled on in the latter half of 2017. The designers widely discussed the contents and mission of the Moravian Gallery, and thus also the relevant extent and formats of its visual communication, with their client. The visual identity was therefore born out of the discussions inside the institution instead of from the outside, as is often customary in the case of tenders. Jan Press adds: "We were not looking for a mere logo but for a graphic designer who would become our partner and would understand the problems of the institution from the inside."
The new visual identity is based on colors and the script Gaga grotesk, which the Kolektiv studio customized specifically for the gallery and which in several typefaces serve in all of its communication venues. However, regarding the logo, which is used as a heading on every document, the script was adapted. "The typographic disproportions are intentional. We wanted the script to be unique, irreplaceable and conspicuous even to the eyes of a layman who can usually barely distinguish between Times and Arial," said Lukáš Kijonka describing the process. The system designed by Kolektiv is rather loose, laying emphasis on, for instance, illustrations. The gallery's communication materials are then refreshed by cooperating with various artists without decreasing the homogeneity of the visuals which are very complex thanks to the script, the distinct heading and the red color. Acknowledgment should go to both participants – for the unique process of cooperation and the courage of the Brno Moravian Gallery to go against the flow, as well as for the striking and unique result which made it perfectly visible on the map of cultural institutions.
Kateřina Přidalová