White Square X

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White on White

«White Square» International Advertising and Marketing Festival is taking place every year in Minsk. 2018 year has become symbolic one in decor arrangement. «White Square» identity has been traditionally changing for 10 years: the sponsors would like to be interesting, tell stories and involve the public. This approach has revealed some shortcomings since that time. Annual searching for individuality has been transformed into persistent competition with previous ideas or even operation of agencies-participants.

The festival has got much experience for 10 years. Time to draw attention by all means and to make «bodacious» design was left behind.

Long-term strategy of self-presentation is to be developed, represented in the brand identity and integrated in all levels of communication. Putting aside predictable «square» solutions enabled us to find out the original meaning of «White Square» name. According to festival sponsors the name was originally connected with the same-name painting by avant-garder artist Kazimir Malevich.

«White on White» is an abstract oil-on-canvas painting by Kazimir Malevich. It is one of the more well-known examples of the Russian Suprematism movement. Part of a series of «White on White» works begun by Malevich in 1916, the work depicts a white square, portrayed off centre and at an angle on a ground which is also a white square of a slightly warmer tone.

We have been inspired by Kazimir Malevich activity when making the festival identity as well as we have been using his suprematist compositions in decoration of the project case.

The festival has revealed metaphoric expression of «White Square» in the brand identity by restoring the historical justice and returning to the Malevich’s «White on White» semantics. Status and professional approach of the festival venue of international standing including thousands of participants have been reflected in new visual language.