Croatia’s historical and contemporary visual identity is based on the squares that we have in the historical and contemporary coat of arms. The design concept with alternating squares as dark and light in all colours or red and white as the most official form appears in contemporary design not only in Croatia. Alternating squares cannot be separated and protected as an original design, the axes of individual works are protected as originals because they are specially incorporated into the design in which they appear. However, if the squares get an original look by design, this can be achieved. In this project, all the squares have a typographic detail like the letter “H“ and therefore have the name HVADRATI. The project is widely applicable to paper, textiles and other materials, and is particularly suitable for the production of various useful items as an original Croatian design.
Boris Ljubičić is a recognized explorer of visual communications and design. His works cover all of the design categories: visua identity, typography, billboards, books, TV and web-design. His works are exhibited in half a dozen most significant international competitions, and regularly appear in international magazines, yearbooks and specialised publications that influence the future of the design. His works are dissimilar, challenging and confusing. The message is at least double-coded. As an author originating from a so-called transitional country, he dedicated his efforts to sports, culture, economy and politics. He achieved excellent results in each of these areas, changing the global standards along the way. In his quest for the Croatian visual identity, he sacrificed his creativity and dedicated himself to a higher goal. His international diversity is not a style or “handwriting”, but a concept aimed to form a public opinion. He won almost all of his contracts through public tenders, but he also has a collection of works that were not published. He is a creator of many design initiatives. In 2002, he initiated the idea to create a visual identity for our continent – EUROPE 2020. His STUDIO INTERNATIONAL is not named after an author or owner, as usual, because he considers the visual language and professional standards he regularly applies to be a global activity.