White on White
Once, a tradition arose to create a new festival style every year that would simultaneously perform advertising functions. As a consequence, White Square logo was also changed, as it became dependent on the idea that was implied in the festival's visual identity. Using this approach while creating a corporate identity, it was difficult to do without a creative idea. It was necessary to be fascinating, to tell stories, to involve the audience. But one of the drawbacks of this communication building method was that it simply interfered with the functionality of some media, for example, when the visual identity was integrated into the website design, it was difficult to adequately perceive the participants’ work framed by a bright corporate style. Essentially, the festival does not need any visual identity, which becomes too obtrusive trying to compete with the festival participants’ works.
White Square festival celebrates its 10th anniversary. The festival has matured, it has gained confidence. The time, when it was necessary to attract any attention by any means, was left behind. Now the festival needs visual identity, that will be easily integrated into communication and could live for a long time, remaining outside of trends, and that will not show gaudy design, but will be based on a clear idea and uniqueness.
Initially, the festival name White Square was associated with Kazimir Malevich’s work and avant gardist artists of Belarus, who were famous in Europe and around the world. The artwork White square became the pinnacle of non-objectivity, to which Malevich went, and it hardly possible to imagine something more impenetrable and pointless than a white square on a white background.We decided not to invent anything new, but to restore historical justice, returning to the semantics of White Square as the original conception and the basic idea of the festival organizers. The new visual identity of White Square Festival is a visual metaphor "white on white".