Panel: Cyrillic in branding
The subject of language always encompasses aspects of politics, culture and identity. Writing, as an expression of language, reflects the political and cultural heritage of a nation. This discussion will explore the extent to which the Cyrillic alphabet shapes our identity. Is Cyrillic inseparable from our identity and does it contribute to our authenticity? How is the Cyrillic alphabet perceived in Serbia and how do other nations see it? How does it affect Serbia’s image? Is there a place for the Cyrillic alphabet in the modern digital age? What is the aesthetic value of the Cyrillic alphabet? These are some of the questions to be debated, and answers provided to them if possible.
Slavica Cicvarić Kostić is a full professor at the University of Belgrade Faculty of Organisational Sciences. She teaches at the University of Bologna – Bologna Business School, and as a guest lecturer at several universities and business schools in Europe. She has published more than 100 papers in journals and books and at conferences.
She works as a consultant in marketing and communications for local and international companies and organisations, as well as for public administration departments. She gained practical experience working as director of business development in an international consulting company and as a public relations manager in an investment company. She is a member of the marketing and communications team at a company that develops a combined organisational and software-based solution for candidate testing.
Dušan completed his undergraduate studies at the University of Belgrade Faculty of Philosophy, where he also received his doctorate in 2020 on the topic “Neurobiological Explanation of Consciousness”. He entered the world of marketing after completing specialist studies in advertising and media at the Faculty of Dramatic Arts in 2010. In 2010 he won the first prize in a worldwide competition to create a poster on the topic of conservation of biodiversity, organised by the IAA (International Advertising Association) and the United Nations. The same year he received the “Dragan Sakan – New Idea” award for innovative thinking in market communications, awarded by the UEPS (Serbian Association for Market Communication).
Slavimir is creative director of Futro Design studio, designer, writer, visual artist and lecturer. He is the author of the autobiographical novel Nine (Devet), the children’s picture book series The Adventures of Singi Lumba (Avanture Singi Lumbe) and the Futro lifestyle brand. In addition to hundreds of international awards he has received the UEPS Lifetime Achievement Award, and his projects can be found in museums, publications and encyclopaedias of design around the world. In addition to his Futro Masterclass course, he is a lecturer at the School of Visual Arts in New York.
Slavoljub is writer and creative director, graduate in Philosophy, enrolled in PhD studies at the Faculty of Philosophy in Belgrade. He specialised in advertising at the University of Arts in Belgrade. His novels have been published in Serbia and the region, and translated into English, Slovenian and Macedonian. He has also authored film and television screenplays. Slavoljub has also created thousands of advertising campaigns for top Serbian and foreign brands. He is the creative director at Ananas agency and lives in Belgrade.
Jana Oršolić is a graphic designer and educator, best known to a wider audience for her author’s project Samo nežno prema sebi. She works as a professor at the Faculty of Applied Arts in Belgrade on courses in the field of Writing. He has many years of experience working in branding, on projects he works on as an art director or an external consultant for typography issues.