Source: designed.rs
The prominent designer, Slavimir Stojanovic and Dusan Kovacevic, the director of Belgrade theatre Zvezdara Teatar talked to the media and friends of the theatre about the redesign of its visual identity – the reasons for the project and the importance of the theatre’s new visual identity.
Dusan Kovacevic: “I see Zvezdara as a house, because your relationship with a house is different and more serious than with an institution or just a building. When I say house, I mean the thing that you also remember theatre once had as a serious house – a serious attitude towards itself, and the audience.”
Kovacevic went on to explain why the Zvezdara Teatar has decided to make such a change. “Last year we decided to reconstruct a part of the building and redesign the Zvezdara logo, its name, and all printed material. The brief we gave Slavimir was to come up with a long lasting design and after several months he returned with our new trademark which will be used in all future projects.”
Slavimir said that it was a great honour for him and was happy to talk about this new project. “What theatre and particularly Dusan Kovacevic’s theatre performances and film have created is what I’m trying to represent as a spirit of this milieu through my work.
The greatest challenge was redesigning something that was a longstanding part of the theatre’s identity. The most difficult part was to maintain the emotional aspect of the original identity. It was necessary in the redesign to maintain instant recognition of the theatre regardless of performances that were taking place.
For me this is something emotional, prompts an idea of satire, of something comedic and clever, that I would expect to see in this theatre. When grappling with something like this and to potentially end up with something that hasn’t got all the qualities that it deserves, is an emotional challenge.”
The new logo has kept the stars of the old one, but everything is sharper and visually better arranged. This symbol was chosen because it shows a shining star and when put in a galactic formation the result is starry sky effect. Next challenge was the font that works well both in Cyrillic and Latin script.
“I didn’t want a pretentious design that would overshadow the performances which are the most important.”
Another challenge was typography. A documentary type effect was needed that fits well with satire. The font chosen by Slavimir is reminiscent of a secret document. The colours are matt, used to enhance and also as a background allowing other elements to shine.
Slavimir pointed out that he is very proud that the slogan “A galaxy of legendary moments” has managed to capture the magic of theatre and represent the essence of Zvezdara Teatar.
If you wish to learn more about the redesign of the visual identity of Zvezdara Theater and its significance for Serbian theatre watch this video:
https://www.youtube.com/watch?time_continue=12&v=XxdwPFvTVwQ
