At the end of 2015 we were approached by the Gallery of Fine Arts in Ostrava and asked to create a new logo for the gallery. We were pleased to accept the offer, but we did not simply want to create the kind of standard model that is generally expected – because in such cases the original design often becomes somewhat “diluted” and compromised. Instead, we wanted to create a visual language for the gallery’s communications which would function essentially as an open platform – defined solely by its basic compositional framework, rather than being bound by strictly applied rules. Such strict rules certainly make sense in a corporate environment; however, the notion of “corporate identity” cannot be rigidly applied in the cultural sphere, as its restrictive nature often proves to be counter- productive and the visual forms arising from it quickly become dated – making such a “corporate” approach entirely unsuitable for modern cultural institutions. We have therefore not created a dogmatic, inflexible scheme designed for precise application in a range of situations. Instead, our design ethos has been guided by our efforts to bring the gallery’s visual communications up to date – both in conceptual and formal terms. We have decided to follow our own path – a path which we are convinced has the potential to reflect the manifold activities of one of the most important galleries in the country. We have taken an entirely non-dogmatic approach to creating the gallery- ’s visual identity; the design functions as an open platform which is capable of evolving to reflect future changes – even such fundamental changes as the planned extension to the House of Art. We do not see this process as somehow complete and closed; in the future we will continue to respond to new stimuli, working with the system as with a living organism.

Robert V. Novák a Zuzana Burgrová

Curators: Robert V. Novák, Zuzana Burgrová

Opening 19. 6., 5 pm, The House of Art, Ostrava