Eduard Cehovin & Tanja Devetak for Belgrade Cultural Centre
For the needs of the Belgrade Cultural Centre (Serbia) was commissioned a new design of the pedestrian (zebra) crossing in the street where the opening of the international exhibition of the October salon 2018 took place.
The name of the exhibition in the Serbian cyrillic language, OKTOBARSKI SALON 2018, becomes the basis for the visual transformation. It is written in linear horizontal fashion in several equally spaced vertical lines. the text is aligned on both sides in such a way that it forms a square shape corresponding to the shape of the pedestrian crossing in its proportions. Word breaks at the end of lines is random and does not adhere to the syllable division, but still uses hyphens at the right side of the square form to combine the syllables into readable words. The words were divided according to visual consistency, taking into account the grid division of the entire surface. The line spacing width is the same as the line width used to form the letters.
The authors of the project developed the design process as a synergy of practice and theory, exploring the elusive field of meaning that emerges during the process of designing visual messages with material objects or artistic territories. Exploring and presenting these special features is one of the future implementations of the "Lost in translation" pedestrian crossing project.