- Visual identity proposal for the Ministry of Culture — GAMS, The Galleries and Museums Shop
GAMS is a museum shop which is focused on art, culture an civil society programs. It presents, integrates and markets products of Slovenian galleries and museums, smaller designed objects, provides information and organizes informational events.
It is meant to cover the whole territory of Slovenia an so present it's culture, art and craft. With this in mind the visual identity GAMS must articulate characteristics of national identity and tradition.
Triglav (three headed), the traditional symbol of the Slovenian nation, is used as a basic building block which is mirrored over it's horizontal axis, so it creates a new abstract form, which illustrates many Slovenian simbols. In it's form we can recognize elements of lace, embroidery, suha roba (traditional wood craft), ears of wheat and blacksmithing.
In the abstract, the form, with its crossed lines, articulates a mix a desperate elements, which represents the integration of different fields and and information about them. The contras of thickness of the lines of the mirrored basic building block (Triglav) creates a sense of rhythm.
The combination of the sign and logotype is a traditional composition, which is modernized by the logo's sharp and edgy forms. It combines the elements of tradition and modernity. The contras of thickness of the logo's lines creates a sense of rhythm.
The form is substantiated by the use of color, which is a representation of traditional Slovenian cultural elements. Through history, red represented many different cultural elements. The most known are the Slovenian national costume and the traditional flower, carnation.
In addition to the logo and logotype, we (by the requirements of the Ministry of Culture) also designed a basic stationary set, gift wrap & bag, polo shirt and a shop sign.
The project was graded as a high quality proposal, but it was not selected.