Revitalizing modernism: The young designers’ groundbreaking work breathes new life into the visual identity of the Pavle Beljanski Memorial Collection

In a remarkable collaborative effort, a team of talented young designers has revolutionized the visual identity of the Pavle Beljanski Memorial Collection. Through a series of groundbreaking meetings and invaluable input from local and EU mentors, the team discovered new possibilities and unlocked hidden potentials that took their creative process to new heights.

The team emphasized the importance of joint meetings of all four teams with EU mentors for their brainstorming phase and further iterations. EU mentor Constantin Demner (AT) played a pivotal role in shaping the team’s direction, suggesting the ingenious use of a grid structure to represent the institution’s essence. Initially introduced as a decorative element, the grid soon became the cornerstone of the entire visual identity. Its flexibility seamlessly complemented the logo, cementing its status as a crucial element for this modernist establishment.

The team’s own Đurđina Samardžić (SRB), with her refined color sensibilities, masterfully crafted a unified color palette. Her deep understanding of color psychology allowed for a harmonious dialogue between colors and imagery, captivating viewers’ attention and enhancing the impact of the reproduced artworks. Throughout the meticulous design process, the team ensured the seamless adaptation of their elements across various mediums. Harmonizing RGB, CMYK, and pantone color standards proved essential for the digital and print placements of the identity, achieving consistent and visually striking results.

Another segment of a logo and identity development is related to typography. Selecting a timeless font that accommodated both Cyrillic and Latin scripts posed an exciting challenge. After extensive exploration, the team found their answer in the modernist gem, Gill Sans. Its fresh lines effortlessly merged both scripts, creating a cohesive and sophisticated visual experience. Attention to detail extended to exploring different weights and styles, resulting in a font that perfectly complemented the logo.

The team didn’t stop there, incorporating a secondary font that exuded a sense of diplomacy, mirroring the spirit of Mr. Pavle Beljanski himself. An open, free Google font was carefully chosen to complement Gill Sans, and the process of finding the perfect match proved as time-consuming as building the entire identity—every step taken with precision and passion.

Geographical distances posed no hindrance to the team’s collaboration, with digital and in-person meetings coordinated meticulously. Stefan Tankov, an architect hailing from Skoplje, Macedonia, brought a unique architectural perspective to the project, aligning perfectly with the institution’s legacy. Stefan’s deep understanding of modernity and architectural design seamlessly blended with the team’s vision, resulting in a perfect synergy.

For the local mentor, Mane Radmanović (SRB), the expectations at the beginning of the project were different from what happened in practice. When engaging in a project with a protracted timeline, maintaining consistency and striving for excellence can prove arduous. The ebb and flow of motivation—fluctuating between moments of intense focus and lulls—demands exceptional discipline. It becomes a test of endurance and a quest to consistently produce remarkable results. Mane candidly states, “Although time provides flexibility, manipulating it should not be a matter of professionalism. It speaks volumes about one’s work ethic and creative habits.” This insightful observation underscores the mentor’s commitment to maintaining the project’s integrity, despite the challenges encountered along the way. It serves as a reminder that every project is a living entity, evolving and revealing its true nature only as it progresses. Identifying shortcomings becomes crucial for growth, prompting the team to devise strategies to overcome obstacles. This arduous process requires additional time and effort, but it is an indispensable component of the creative journey, regardless of how diligently it was foreseen in the project’s inception.

The mentor Mane Radmanović drew inspiration from a visit to Mucem, which provided valuable insights into the workings of a large-scale institution. Parallels were drawn, and lessons were learned, offering invaluable inspiration to enhance the smaller institution in Novi Sad. The team’s journey was further enriched by the guidance of EU mentors Wolfgang Fiel (AT) and Constantin Demner, whose professionalism and expertise elevated the project to new heights due to admiration for their approach and work ethics, highlighting the positive impact of their collaboration.

As the project enters its production phase a lot depends on the institution now, because they are associated partners. “It is phenomenal that they are open and want to deal with it, they do budget allocation and they write projects in order to realize things in their institution. It’s a positive attitude and energy that comes from them, which is very important to us as a team,” says Mane.

The young designers’ groundbreaking work breathes new life into the visual identity of the Pavle Beljanski Memorial Collection, the cultural institution in Novi Sad (SRB), promising an extraordinary experience that will captivate art enthusiasts and visitors alike.