Visual Identity

Uncertainty does not necessarily have to be terrifying. In a graphical sense, black color— or the absence of light—can also have a calming effect. Black color has the ability to additionally emphasize other, lighter colors. In this sense, we can—but don’t have to—interpret the child as the only bright spot in the picture. This graphic design does not offer answers, but rather invites interpretation.

I&F Group, which McCann Belgrade is part of, is Bitef’s partner for the fourth year in a row. This year there is a crisis not only in culture, but an all-encompassing crisis brought about by the COVID-19 pandemic. This is no longer a situation, but a state created as the consequence of all the changes that we have all been forced to become accustomed to. This is the new normal for all of us. We all need support, solidarity - and culture more than anyone. This is why McCann Belgrade worked on the visual identity for Bitef with even greater dedication.


The members of the McCann Belgrade team that realized the visual identity of the Bitef Festival are:

Jana Savić Rastovac - Executive Creative Director
Lidija Milovanović - Associate Creative Director
Branko Rosić - Senior Art Director
Filip Grujić - Junior Copywriter
Aleksandar Milojević - Strategic Planner
Milica Kijanović - Account Executive
Bojan Stevanović - Account Assistant
Nikola Nikolić - Head Of Creative Services
Dejan Blagojević - Production Artist
Jelena Lubardić - Associate Production Artist


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First Media Conference 54/55 Bitef - Gallery

First Media Conference 54/55 Bitef - Gallery