Graphic artists get their due at Expo 2000 Hannover
By Chandra Johan
JAKARTA (JP): A graphic designer could be compared to a hero without the requisite merit rewards. Unlike works of a painter or other visual artists, those of a graphic designer are often ignored.
People do not seem to pay attention to their creativity, even though their works are no less valuable than any other work of art, whether in the visual concept or the creative process.
Graphic designers play a role in all occasions, but especially historic events in the communication process and promotional activities. This is included in the making of a logotype, mascot, poster or other images. For designers, each event needs touch and skill, and this becomes the challenge to measure how far their sensitivity is capable of visualizing the spirit of an event.
A historic event at the end of this century is Expo 2000 in Hanover, Germany. It will attempt to cover the issue of technology through the theme of transportation, humankind and culture. Although this great event is still several years away, the hustle and bustle of preparations began in 1995, mainly in the communication and promotional activities.
It is easy to imagine the preparation needed for this event, as committees draw up promotion, communication and campaign strategies for about 40 million participants. Hanover's population is only about 300,000.
These early activities include the making of the images, such as the logo, mascot and posters of Expo 2000, intended to represent the zeitgeist of the century and the spirit of the future. Of course, this needs the touch of designers who are exceptionally skilled, innovative and have a vision of the future.
The Expo special committee -- led by Wolfgang Schatz, assisted by Rainer Schilling, Egon Chemaitis and several prominent art directors -- organized a logo design contest exclusively for graphic studios managed by young Germans. Older designers were not involved because they were considered too established.
The mascot contest was open to international artists, and the committee held a special workshop for 12 foreign artists, including Wagiono Sunarto from Indonesia, for the poster depicting the city's charms.
Although the logo contest was open to German designers only, the jury involved famous artists and designers from six countries; Ruedi Baur from France, Gerd Dumber from the Netherlands, David Hillman from Britain, Katherine McCoy from the U.S., Israeli Dan Reisinger and Indonesia's own A.D Pirous.
Winners of Expo 2000's logo contest are Iris Utikal and Michael Gais from the QWER studio in Dusseldorf.
Their selection was not by mere coincidence. Visually the shape of the logo is not as solid as usual, but it is dynamic and organic, which creates an optic and psychedelic movement effect. It can be applied anywhere, even through an electric medium.
Wagiono Sunarto, who teaches at the Jakarta Institute of Fine Arts (IKJ), said the Expo 2000 logo reflected an "exciting" future that could give free rein to imagination and interpretation.
"The logo is most unique and at the same time it is able to express the Expo 2000 spirit, i.e. exploration and innovation towards upgrading the quality of life in the future."
The success of Utikal and Gais was followed by Javier Mariscal from Spain through his Expo 2000 mascot, which is no less unique. Mariscal's reputation was established by his mascot and logo for the Olympics in Barcelona a few years ago.
His work this time is more unconventional. The committee dubbed it "Twipsy", which is probably something like "tipsy" or "crazy". True, the shape of the mascot is not like any creature from this world, whether human, animal or any extra-terrestrial we have imagined. His movements look like Chagal's paintings, while his visual style is reminiscent of Picasso or Miro.
Foreign artists were commissioned for the posters to convey outsiders' views of Hanover, not impressions formed by native Germans. This international perception was considered important from communication and cultural aspects.
In addition to Wagiono Sunarto, the artists were Ruedi Baur from France, Marteen Jurianse from the Netherlands, John McConnel from Britain, Chz Maviyane Davies from Zimbabwe, Veronica Majluf from Peru, Katherine McCoy from the U.S., Rebeca Mendez from Mexico, Dan Deisinger from Israel, Koichi Sato from Japan, Wong Keint Wai from Malaysia and Zhao Jian from China.
Participants were given just three days to finish their Exposter (Expo poster), and only one day of this was allocated for getting impressions of the city.
"This was unique indeed, but we were able to feel the situation and atmosphere of the city immediately," said Wagiono. "I think this was most important in the eyes of the Expo committees."
In his work, Wagiono combined scenes of the city from yesteryears with the reality of the city now through the litho- photography technique.
"What impressed me about the city is the continuity of the past and the future," he said. "Obviously, we can find the future through the past."