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American Corner

  • Client: American Corner Montenegro
  • Type: Visual Identity & Slogan
  • Date: November 2013

Visual Identity for the United States Department of State sponsored initiative called The American Spaces program

The American Spaces program is a United States Department of State sponsored initiative inaugurated worldwide a decade ago. The fundamental function of of American Corners is to make information about the United States available to foreign public at large.

This particular corner was branded with an emphasis on:

Strength – The triangle is the only geometric shape that cannot be deformed making it one of the strongest shapes in architecture.
Progress & movement – Triangles are the base structures for arrows. Triangles can make for incredibly powerful compositions because they force the viewers focus. No matter how you look at a triangle, it points to something.
Futurism – Triangles are often used to evoke modernism and clean-cut edges.
Three – The first number that forms a geometrical figure – the triangle. The Pythagoreans taught that the number three was the first true number. Thomas Jefferson was the third president of the United States. 1801 – 1809. Jefferson was the principle author of the Declaration of Independence. He owned many hundred slaves and in 1807 passed a law to abolish slave trade.
Colors – Recognizable range of the U.S.A. flag pallet.
Slogan – Play of words including two most important subjects: You – the visitor and US (the people and the country of United States) – the visited. Instead of literately visiting the soil of U.S., the American Corners bring the United States to you though wide variety of content.