CULTURE.PL – A CULTURAL GENOTYPE
Formally, culture.pl is a website of Adam Mickiewicz Institute that was designed to be an exhibition and a complete review of cultural activity of Poland. In real terms, it is not only a gigantic communication platform that presents the entirety of contemporary Polish culture but also an interactive hub that generates live relations among all people dealing with culture, wherever they come from or live currently. Aiming to monitor and stimulate activities in line with its mission the AMI launched multiple brands for most of its strategic projects. This, in turn, brought chaos and failed to build the repute and importance of cultural diplomacy effected by the Institute. The architecture of the brand needed to be redesigned completely. The existing visual identification was too narrow and bore too many associations with computers.
To design an innovative logo, a symbol, a master brand relevant to the entirety of contemporary Polish art perceived as the most interesting “made in Poland” export good. To develop an identification system that would be of mainly cultural character and emphasise the spirit of interaction and polyphony and at the same time could be used to brand a variety of creative activities.
We developed a stencil logo, a perverse typographic stencil that constitutes a hidden symbol of cultural matrix. The act of bringing the letters closer and closing them in a graphic mould exposes the background area as an intriguing but abstract significant figure. It invites to play with colours, thus opening new dimensions of the brand identifier, making the identification system a palimpsest: a symbolic multi-faceted, polyphonic culture text. A specific DNA of aesthetics, language, ritual and form.