Ujazdowski Castle Centre for Contemporary Art is introducing a new visual identity
Ujazdowski Castle Centre for Contemporary Art is introducing a new visual identity.
It not only unifies the communication of the projects of this institution and gives them a common identity, but also facilitates the viewer in navigating through the rich and diverse program. The exhibitions, performances, concerts, and cinema will henceforth be communicated in the same way.
The change of the visual identity is accompanied by the unification of naming. The name U–jazdowski will be used interchangeably with the full name of the institution. This will regard not just the exhibitions, performances, and concerts, but also the cinema operating at the Castle for years (former Kino.Lab) as well as the artistic residence program, which has thus far operated under the name Artists–In–Residence Laboratory.
For the first time in its history, the Ujazdowski Castle Centre for Contemporary Art will be communicating with its audience in a thoughtful and systematic manner. We have a system organizing the information produced by us, and it also creates mutual identification and the identity of all the projects, which are diverse. Owing to this, awareness of our institution will increase and there will be no more, we hope, doubts regarding the institutional affiliation of its numerous program activities – says Urszula Kropiwiec, deputy director of the Ujazdowski Castle Centre for Contemporary Art.
Two graphic designers were invited to partake in the creation of the new identity: Marian Misiak and Tomek Bersz. They commenced their work by first conducting detailed research.
The first half of the year consisted of broad research and looking for inspiration. We began first by having discussions with the directors as well as with in-depth research in the archives – looking through all the folders with promotional prints starting from the 1980s. We invited Agata Nowotny, a sociologist, to work with us. She helped us carry out interviews with the Ujazdowski Castle employees as well as with the directors of other contemporary art institutions. We collaborated with the Castle’s visitors and organized a workshop with designers. This research helped us obtain an interesting package of information – says Marian Misiak.
Key for understanding the Castle turned out to be conceptual axes, which we had to take into consideration. One of them came from a very strong tension between the need to unify the communication and perception of the institution as a whole and the existing separateness, including departments (such as the cinema or residence program), as well as individual activities, especially those of exhibitions. It was a real challenge for us, because this diversity and versatility is also to some extent something that is desired and natural for these types of institution. The idea was to respect the curators’ autonomy, adding their actions into a broader and more coherent image of the Ujazdowski Castle. The second point of reference was the tension between the mission of the Castle, which is the promotion of contemporary art, and its historical headquarters and the associations related to it – says Tomek Bersz.
After thorough research and first attempts as well as consultations, the target idea was established. The designers did not propose a single dominant graphic symbol which could support the system.
The logo is treated as the smallest element of this system, more as a privileged icon that has a distinct meaning – says Tomek Bersz. – We tried to create a system that will be, simultaneously, coherent in regards to rules (bonding all the U–jazdowski communication) as well as universal in its applications (allowing for the creation of very different and unexpected statements) – says Tomek Bersz.
The element of freedom, loosening the system, is introduced by the graphics, which is always found under the typography – says Marian Misiak. - Here we allow for any means of expression, including images, illustrations, and photomontages. We would like for the designers invited to design the visuals of the exhibition, interpreting its subject in their own style.
The new identity will be visible not only inside the Castle, but also—a bit later—around its surroundings.
What is characteristic for us are the spatial conditions: the park on Jazdów, the body of the Castle and Laboratory Building. So, the designers set out to work with the name Ujazdowski Castle, and ultimately, to strongly emphasize that which is most characteristic of that name, being Ujazdowski – says Małgorzata Ludwisiak, director of the Center for Contemporary Art Ujazdowski Castle.
U–jazdowski is located in a large park, surrounded by greenery and historic architecture, which deems it a good place for pondering and contact with art in its various manifestations. Here you can view exhibitions, participate in performances, listen to music, not to mention watch dance performances and films.
Ujazdowski is the most characteristic and the only specific element of the name of the institution – Ujazdowski Castle Centre for Contemporary Art. Hence, the decision – arising naturally – for it to identify us, help us stand out. The dash between U and jazdowski is a kind of orthographic-semantic game: encouraging stopping and thinking for a minute. This dash could also be an element opening the word or its part to an additional, alternative ending. Both interpretations are in accordance with our vision of the Centre for Contemporary Art as an institution promoting reflections on reality through art and as an institution looking through art for new, surprising forms and content – says Urszula Kropiwiec.
