The visual identity for the “60th Zagreb Salon of Visual Arts” is based on the exhibition concept “Choreography for the Finish Line” by the young curatorial collective KUĆĆA. The concept addresses the symptoms of a reality in which technological development has brought the world to an existential crisis.

As the exhibited works explore both optimistic and pessimistic perspectives on technology, the identity draws on visuals inspired by artificial intelligence and a typographic treatment that evokes the familiarity and everyday presence of screens.
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he project encompasses animated graphics, posters, an exhibition catalogue, a website, award statuettes, exhibition signage, social media advertising and a special supplement in Večernji list. These applications are connected through a unified visual system that communicates the tension between technological progress, uncertainty and the contemporary experience of reality.