Expo 2005

client:  The Romanian Ministry of Foreign Affairs (Bucharest)
project: Romania at World Expo 2005. Identity package of the Romanian pavilion: logo, brochure, press ads,
flyers, stationery, website

Background: Dragos Galgotiu, a well known Romanian theatre director, the art director of the Romanian pavilion,
asked me to be part of the team, as we had a successful collaboration on previous projects. My task was to create the
visual identity, with all it implies, from logo to brochures, folders, stationery and web site.

Challenge: I had to create an identity visual concept and to design a logo representing Romania and also illustrating the
Expo’s theme: “Nature’s Wisdom”.

Solution: Considering the Expo’s theme – “Nature’s Wisdom”, I’ve created a lively flower-tree. His arms/branches evoke
a friendly greeting. I used warm colors and earth like colors: orange, light green and brown. The trunk was drawn by a
brush touch line, so that it looked like the Japanese ideographs to a certain extent.

Romania’s participation at the World Exposition was coordinated by the Romanian Ministry of Foreign Affairs.