Studio Najbrt’s Jonathan Cunha and Alice Najbrt explain what went into this year’s festive visual identity: “[It’s] Not only for stars and filmmakers, but for all festival visitors and cinema lovers.”
The visual identity of last year’s Karlovy Vary International Film Festival (KVIFF) was based on something deceptively simple: hugs. This year, on the occasion of the double anniversary of the festival – its 60th edition, in the 80th year since its founding – the design team put forward a completely different image: a red carpet rolled out for invitation.
Working alongside Alice Najbrt of Prague-based design house Studio Najbrt, Jonatan Kuna is the creative force behind this year’s look, which will appear everywhere from festival merchandise to the streets of the picturesque Czech spa town during the event itself. When organizers revealed the design, the duo described it in deliberately open terms: “The image has been designed as simply as possible so that it evokes different associations and interpretations while symbolizing the festival.”
THR I caught up with Kona Wengarat to talk about the thinking – and history – behind this year’s KVIFF identity.
This year, KVIFF’s visual identity celebrates a double anniversary. What was the inspiration for the red carpet theme?
KONA We were looking for an idea to celebrate our anniversary this year, and our inspiration came from what happens on the red carpet at festivals. We want this year’s festival to be not only for stars and filmmakers, but for all festival visitors and cinema lovers.
Last year, you had embrace as a primary attribute or symbol of identity. This year, the theme is more abstract. How do you choose between more abstract topics or more specific topics, and do you try to switch things up at KVIFF from year to year?
I was forced Yes. We always try to find a new theme or visual concept. It is not important to us whether it is abstraction, graphic design or photography. We were inspired by many themes that don’t have to be directly related to the film. Sometimes this is in the vicinity of Karlovy Vary, where the festival takes place, and other times it is a broader social theme.
Was there a particularly difficult year when it came to creating the festival’s visual identity, and why was that year so challenging?
I was forced It’s a challenge every year, because we always start from scratch and don’t want to repeat ourselves, but rather create something new. I remember the 49th edition, when we turned the number 49 into a simple drawing of a piglet. The initial reactions were very negative, but during the festival people began to understand the fun and humor, and it became one of the most popular.
How did your team choose the exact color red to use in this year’s visual identity, and how will the red appear vertically or horizontally?
KONA We chose the warm red color to express the summer festival atmosphere. The red carpet is oriented vertically, leading towards the festival.
Is there anything else you would like to share about your work or Studio Nagbert’s work for the festival’s visual identity this year or in the past?
I was forced What is extraordinary is that we have been working at the festival for over 30 years and still have the trust of the festival leadership. This is also due to the fact that the authors are different graphic designers from our studio. We have a strong relationship with cinema, and this is also linked to our long-term cooperation.
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