Embracing Humanity: The Visual Identity of the 59th Karlovy Vary International Film Festival
The 59th Karlovy Vary International Film Festival (KVIFF) has embraced a poignant theme for its visual identity this year—a simple yet profound gesture: the embrace. Set against the backdrop of the stunning Czech spa town, festival organizers have highlighted the embrace as a “powerful” symbol of connection and unity. These heartfelt moments, captured through photographs featuring various individuals in diverse scenarios, are prominently displayed in KVIFF’s promotional materials, even gracing the streets of Prague. The festival poses the question, “Is it film?” on its website, to which it answers, “Yes, but mainly it is life!”
In an exclusive interview with Zuzana Lednická from the renowned Prague-based design studio Studio Najbrt, we delve into the inspiration behind this year’s visual identity. Having been a part of the studio since 1995 and now serving as a director and partner, Lednická has garnered numerous design accolades and played a pivotal role in shaping KVIFF’s visual narrative this year. She shared her thoughts on why the world may need the warmth of hugs now more than ever.
The Power of an Embrace
Question: Why did you choose the embrace as the central motif for this year’s festival? What inspired this decision?
Lednická: “After several years of relying on minimalist graphic symbols, I felt compelled to return to a more meaningful narrative—something ordinary that resonates with both people’s lives and the essence of film. The embrace is a simple yet powerful gesture that symbolizes closeness, friendship, love, and forgiveness. While embraces are a common sight in cinema, we often overlook their significance in our daily lives.”
Reflecting on Cinema and Society
Question: How did the current state of cinema and the world influence your choice of the embrace?
Lednická: “The growing polarization in today’s world, where arguments often drown out understanding, played a significant role in our decision. Social media exacerbates this divide, creating echo chambers that further isolate us. Many share my yearning for more mutual respect, even amid disagreements. The positive response to the festival’s posters, which resonated with many, was heartening. Interestingly, Cannes also featured an embrace-themed visual this year—perhaps it’s a sign of the times.”
Capturing Authenticity
Question: How many embraces did you photograph for the festival’s visual identity, and how did you select the participants?
Lednická: “Photographer Václav Jirásek captured over a hundred images, blending documentary-style shots with more staged scenarios. Our goal was to strike a balance of authenticity that reflects real life and cinema. We deliberately chose not to use actors—except in one instance—to showcase genuine friends and couples, allowing their real intimacy to shine through. We aimed to represent diverse situations, emphasizing that embracing is a universal experience. Ultimately, we selected around 15 compelling motifs.”
Creating Unique Visuals
Question: Did you consider using existing or archival imagery of embraces?
Lednická: “Initially, I explored existing film shots for inspiration, but we ultimately decided to create all-new visuals for our identity. This fresh approach allowed us to convey the festival’s unique spirit.”
The Essence of Visual Identity
Question: What do you believe is essential for developing a successful visual identity, especially for the Karlovy Vary Film Festival?
Lednická: “Our studio, led by Aleš Najbrt, has collaborated with the festival for 30 years. Each year, we strive to discover a strong visual element—be it a photograph, illustration, or graphic symbol—that is memorable and surprising. Our work has always embraced a level of provocation, and the festival is a fearless partner willing to take creative risks.”
A Lasting Connection
Question: Is there anything else you would like to share about your experience or Studio Najbrt’s contributions to the festival?
Lednická: “One of the most rewarding aspects of our work is the annual interaction with the festival audience. It’s a significant social event, and the response to our visuals is always unpredictable. This anticipation—combined with curiosity and excitement—instills a sense of openness and attentiveness in us, even after three decades of collaboration.”
In this year’s KVIFF, the embrace emerges not just as a motif, but as a heartfelt reminder of our shared humanity, urging us to connect and celebrate life together.
