Petra Milički Description

Visual identity for Art Fair 7 (Velesajam kulture 7) was a low budget project made in collaboration with Katarina Zlatec and Niko Mihaljevic in 2011.

The Art Fair is an event held every year in the Students Centre, Zagreb. It is a place where various artists, designers, musicians, performers, etc. are presenting their work. The place itself is a multifunctional and multipurpose space with a student restaurant, caffe bar, clubs, skate park, etc..

Art fair 7 was communicated through several mediums: billboard, teaser posters, common program billboard, individual posters and program booklets.

All the elements of Art Fair’s visual identity were made of A4 sheets of paper in 6 colors. Sheets were printed with a b/w laser printer. Each paper’s color was used to code one activity (yellow for music, red for performative arts, green for visual arts, pink for literature, blue for film and video and orange for thatre).

The billboard contained basic information “VELESAJAM KULTURE 7”, “STUDENTSKI CENTAR”, “20.-23.01.2011.” and was made out of hand-pasted A4 sheets in random colors which were sorted so that each letter would fit on 4 A4 sheets.

Pieces of the billboard, individual A4 sheets, were used as teasers and pasted all over the city. Since each of them had only 1/4 of one letter from the billboard, they were unclear and abstract. Additional information was stamped on the poster.

Singular posters were used in three diferent ways. Each performer/artist got his own A4 poster, which he could use freely as a single poster for his own promotion. Those posters were also used for the modularly assambeled common program billboard. Also, the posters were pasted as single posters depending on the location in the Student Centre where the particular event was held, so they made a colorful composition on the entrances of several buildings in the Student Centre.

Booklet covers were also made out of A4 pieces of billboard (bent to the size of A6) and stamped with additional information. Each of them was unique.