Visual identity of Hungary
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I wanted to find the answer for the following question: would it be possible to consciously use and incorporate the rich shape and symbol system … Read More
I wanted to find the answer for the following question: would it be possible to consciously use and incorporate the rich shape and symbol system found in Hungarian culture into the modern visual communication of the 21st century. While carrying out the research tremendous effort was put into the exploration of Hungarian culture, traditions, roots of folklore and the nature of cultural remains from the nation’s settlement period. I have gone through the works of those artists and architects who already used such elements and incorporated these valuable cultural motives into their creations. Many examples were found outside of the country where inspired by their own culture the traditional symbols and motives are re-interpreted by the artists. Hungary’s visual identity was chosen for the task. The most important objective was to draw attention by its unique characteristics and further to create strong, positive image in the viewers’ mind. Should this work properly then it shall generate such an effect that the positive aspects will projected onto different fields and themes of Hungary. The motives and symbols chosen for the image are such that have been living with us for a long time, meanwhile carrying multi-level and varied meanings. My ultimate goal was to implement a visual ‘world’ which has a strong inner structure while creating an expressive image. The inner structure holds the imprint of the centuries’ collective unconscious experience (the constant) while expressivity holds the marks of individual artistic (the variable). Incorporation and re-interpretation of the ancient cultural images and motives means the cultivation and preservation of our traditions, ceremonies and further the enrichment of our current cultural life. With this work I was aiming to create a “frame” easily adaptable which clearly shows Hungary’s cultural and natural treasures. Copyrights 2011©, Art direction&design Benedek Balás, Balás Design Read Less
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