The Motif of the Karlovy Vary Film Fest Visual Identity Is an Embrace. Here Is Why.

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The primary theme for the branding of this year’s 59th Karlovy Vary International Film Festival (KVIFF) is a straightforward, symbolic human act – a warm embrace.

The organizers of the grand summer festival held in a scenic Czech spa town view it as a potent representation. Snapshots capturing diverse individuals in assorted scenarios are prevalent in KVIFF promotions, even adorning the streets of Prague. On its website, KVIFF poses the question, “Is it cinema?” The answer given is, “Yes, but primarily, it’s about life!”

The organizers see the summer festival in the beautiful Czech spa town as a strong symbol. Photos featuring different people and scenes are used in KVIFF promotions, even on Prague’s streets. On its website, KVIFF asks, “Is it film?” To which they answer, “Yes, but mostly it embodies life!”)

I had the chance to chat with Zuzana Lednická, an integral part of Studio Najbrt in Prague since 1995 and now a director and partner. This esteemed designer, who has received numerous awards for her work, was responsible for crafting KVIFF’s visual identity this year.

Lednická shared with THR the source of her inspiration behind the visual identity and explained why the world might be yearning for hugs now more than ever.

Why did you select a hug as the theme for KVIFF’s visual identity this year? When and why did you decide on this gesture, and what was your inspiration behind it? What do you hope to convey with this symbolism or message?  

After spending numerous years working with basic graphic symbols for visuals, I started yearning for a more profound storyline and sought out common elements in everyday life that could bridge the gap between our personal experiences and cinema.

In my perspective, the act of a warm hug carries immense significance, serving as an emblem of bonding, camaraderie, affection, and reconciliation. Often overshadowed by life’s hustle, these tender moments are surprisingly absent in our day-to-day routines, much like how they’re underrepresented on the silver screen.

How did the state of cinema or the state of the world play into the choice of the embrace? 

One additional factor is the high degree of polarization globally, which often leads to more arguing than listening to others. Unfortunately, social media platforms seem to exacerbate this issue, and creating echo chambers or isolated groups doesn’t make things any better.

It seems like many of us are growing weary of these persistent disputes and yearn for a greater level of understanding and mutual respect, despite not always seeing eye to eye on every issue.

After unveiling the visual brand, I was astonished by the number of individuals who found connection with the posters. It’s no accident that Cannes also featured a similar visual theme this year – the embrace. There seems to be a certain atmosphere around it.

Now, I have more than a hundred photographs for the festival’s visual identity, ranging from candid shots to highly-orchestrated scenes. The challenge was finding the perfect balance between authenticity and cinematic feel. We opted against using actors, instead choosing real friends or couples for our subjects. Their genuine affection and closeness naturally shone through in the images. However, the setting was also crucial. We aimed to capture various scenarios with different people to emphasize that they all share the embrace, a universal gesture. In the end, we selected around 15 of the most impactful shots.

Initially, I scanned existing embraces from various films for inspiration, but ultimately, we decided to shoot everything fresh and original for our visual identity.

I took a peek at your KVIFF 56 “Where’s Waldo”-inspired idea, and it caught my eye as well. Therefore, I’m eager to know more: What makes for an effective visual identity, particularly one tailored for the Karlovy Vary Film Festival?

Our studio, led by Aleš Najbrt, has been collaborating with the festival for 30 years now. Each year, we strive to create a potent visual element. This could be a photo, an illustration, or a graphic symbol that leaves a lasting impression on people and, ideally, even manages to surprise them. Our work for the festival has always contained a level of provocation since its inception. Additionally, the festival is a fantastic partner who isn’t afraid to take risks.

Would you like to hear anything else about our work or Studio Najbrt’s contributions to the festival?

As a festival organizer for three decades now, I still find myself eagerly anticipating our annual gathering of people. It’s more than just an event; it’s a social spectacle filled with unpredictable reactions to our visual creations. The mix of apprehension, curiosity, and butterflies in my stomach never fades, serving as a constant reminder to stay open, attentive, and adaptable. This unique blend of emotions keeps the job fresh and exciting, year after year.

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2025-06-30 10:54