Sofia 2019

Dynamic brand identity system for Sofia 2019 – European capital of culture initiative.
The concept is based on the definition of Culture – integrated pattern of human knowledge, belief, and behavior. We took the shield from the coat of arms of Sofia, stabilized the form and took away the symbols and signs from it while keeping the idea of the contrast colours. Without the symbols and signs the different colours basically symbolize different identities meeting each other in the centre of the shield. Also the notion of different cultures can be interpreted as different identities, so in this sense cultures can be represented by colours. Then deriving from the definition of culture we created 3 different patterns of the shield for the 3 different steps. Combined with the CMYG colours (Cyan, Magenta, Yellow and Green) these patterns became tiny display-like structures with resolution of 2×2, 3×3 and 5×5 shields forms on the x and y axes. The system becomes richer in every following step and thus the logos open numerous possibilities for communicating the diverse events surrounding the initiative. This happens through different themes. The possible examples we have given include different types of culture like Youth, Alternative and go to characteristics of the concrete events like Creative city (exhibitions, concerts, workshops), Diverse city (cultural exchange), Knowledge city (history, studies, etc.), Tradition city (native culture).