Graphic design is a creative process that, as its main component, includes the client-designer relation, and has a main goal to transfer the exact message to the target group. In other words, it is a professional art discipline that focuses on visual communication and concept presentation.
It is exactly in these fundamental mechanisms of graphic design that the main idea and motive of the “Pejzaži” (“Landscapes”) series comes from. The same mechanism previously mentioned, Velimir intentionally destroys, and uses it only to create a starting point for a diametrically opposed assumptions concerning graphic design. In this case, utilitarianism, as the main paradigm to graphic design, is non-existent, there are no exact messages, no political or social engagements – there is no client.
For Velimir Andrejevic, the landscape (as a choice of motif), represents the prefect platform for the message that is not related to any product or service, but does refer to the potential of free expression in graphic design. The whole series is made in L’art Pour L’art manner, which additionally underlines Velimir’s concept of messaging individual ideas in this utilitarian visual art. In the final analysis, it has to be distinguished that thature of L’art Pour L’art approach is in direct conflict with the utilitarianism of graphic design, which gives the series “Pejzaži” a wider sense.
“Pejzaži” is a series that dwells on space interpretation, possibilities of landscape as a visual subject, experimenting with elements that make the landscape, and above all, the concept of expressive freedom and independence.
Aleksandar Matijevic
Pejzaži
Grafički dizajn je kreativni proces koji kao svoju osnovnu komponentu ima odnos klijent dizajner i čiji je osnovni cilj da prenosi/saopštava konkretnu poruku ciljanoj publici, drugim rečima radi se o profesionalno umetničkoj disciplini koja se fokusira na vizuelnu komunikaciju i prezentaciju ideja.
Upravo u ovim fundamentalnim postavkama mehanizma grafičkog dizajna se nalazi glavna ideja i motiv nastanka serije “Pejzaži” Velimira Andrejevića. Prethodno spomenuti mehanizam Velimir svesno i sa namerom uništava, on predstavlja polaznu tačku puta koji nas vodi u dijametralno suprotan pravac svih pretpostavki vezanih za grafički dizajn. Utilitarnost kao osnovni postulat grafičkog dizajna ne postoji, konkretne poruke ne postoje, političko društvena angažovanost ne postoji, klijent ne postoji.
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