The graphic concept of Łódź Design Festival 2018 has been prepared by the visual communication studio Grafixpol. Their projects include visual identification and publishing for institutions and companies operating in the socio-cultural area. Grafixpol was born out of love for pure, simple forms. The core of the projects created in the studio are harmony, intellectual sensitivity and precise solutions. They are open to new phenomena in culture, art and everyday life, but they remain faithful to themselves. For them, designing is combining thought with matter. Their projects, despite their apparent simplicity, are a kind of hypertext to be read by the attentive recipient. Only the navigation between different meanings creates a full picture.
The chosen leading colors of visual identification developed by the Grafixpol studio are green, orange and white, evocative of the new spring edition of the festival. Rooted in the optical traditions of the communist-era Polish design, at the same time they gain luminance, radiating into the future and energizing the city space.
The title "Reflections" is also the moment of slightly nostalgic stopping and looking back, hence the identification refers to the inverted "Re". Reflecting the moment of slowdown occurs by repeating the letters ("RReee"). Selecting the prefix "Re" is also a renaissance - rebirth, for example return to the roots, but also revision, re-execution of an activity, reference to an error. "Re" is part of "Reflection", but it gains independence - by such a record it also refers to communication through digital media, it is a synonym of an answer to a question posed by someone or an expressed need - just like design. A simple typographic project refers to the idea of democratic design, which is an inheritance of the Baltic region - it is utilitarian, accessible and comprehensible to everyone.
However, the canon of communication with the viewer is broken by the reversal and multiplication of letters, crossed out words and color dissonance. The project is getting a bug. It's a human factor. The risk of error is at the same time a reflection on the coexistence of two worlds - human and automation, and the adoption of an error puts the emphasis on the value of the process that allows drawing conclusions and re-creation. It is a chance for rebirth, return and rebuilding relationships.