breaking stereotype

EXHIBITION CATALOGUE

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Contents

Foreword by Commissioner Vladimír Špidla

Introduction

The Jury

Cordula Alessandri

Isidro Ferrer

Rasmus Koch

Christian Küsters

Uwe Loesch

Marcin Mroszczak

Istvan Orosz

Catherine Zask

Statement by the winner

Jury Statement

Winning Poster: “Together”

Poster Selection

060928_Inh_AusstellungsKat_pq 2060928_Inh_AusstellungsKat_pq 2 28.09.2006 15:42:20 Uhr28.09.2006 15:42:20 Uhr

FOREWORD BY COMMISSIONER VLADIMÍR ŠPIDLA

Since it was fi rst launched in 2003, the “For Diversity. Against Discrimination.” information cam-paign has reached out to a large cross-section of Europe’s population. A key message of the cam-paign is that for the European Union to prosper and grow, we have a responsibility to ensure that we value and respect each other’s diff erences. In 2006, the campaign focuses on encouraging espe-cially young people to engage with the issue of diversity and discrimination in employment.

The “Breaking Stereotypes” poster competition was designed to give young people the chance to express their ideas on this important topic through the medium of art. The poster competition ap-pealed to young people because it enabled them to use their talent and inspiration to get involved with the campaign in a practical way. Around 800 posters were submitted by art and design stu-dents from all 25 EU Member States, which shows the commitment of young people to promote diversity and combat discrimination at work.

The artwork submitted was of the highest standard and refl ected in a creative way the message of the campaign. Their work embodies the principles of equality and diversity, and will help to raise awareness about these issues whilst encouraging others to think positively about change. Many of the posters serve to remind us that, when dealing with challenging, emotive subject matter, art often speaks louder than words.

Vladimír Špidla European Commissioner for Employment,Social Aff airs and Equal Opportunities

FOREWORD

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INTRODUCTION

THE “BREAKING STEREOTYPES” EUROPEAN POSTER COMPETITION

As part of the EU information campaign, “For Diversity. Against Discrimination.”, art and design students from across the EU were invited to take part in the “Breaking Stereotypes” poster compe tition to make a creative statement for diversity. The competition asked young artists and designers to produce posters that explore the positive impact of diversity and the negative eff ects of discrimination in the workplace.

The “For Diversity. Against Discrimination.” initiative is a pan-European information campaign run by the European Commission. In line with EU anti-discrimination laws which have come into force throughout the EU over the past few years, the campaign aims to promote the benefi ts of diversity and to combat discrimination in employment on the grounds of racial or ethnic origin, religion or belief, age, disability and sexual orientation.


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The aim of the “Breaking Stereotypes” competition was to create awareness of diversity issues amongst a younger audience, and to better understand what discrimination really means to the young people of Europe. The title for the competition, “Breaking Stereotypes”, highlights the fact that discrimination is often based on stereotypes and prejudice. Students were asked to create images that have a strong appeal to people across the EU, and to raise interest and awareness on the topics of diversity and discrimination in the workplace.

The competition was open to all students of fi ne arts, graphic design, communication design, visual communications, media design and other related disciplines. Individuals or teams of up to three stu-dents were allowed to enter a maximum of three posters each. Schools or colleges were also able to nominate their students for participation, and by the end of the competition in July 2006, a total of 767 eligible entries from students in all 25 EU Member States had been received.

The winner will be off ered a choice of prizes worth up to € 2500. They can choose from: a study trip to any EU country of their choice; the chance to fi nance their own art exhibition; or they can use the winnings for art and design equipment. The winner’s school will also be awarded a prize of € 2500 to acknowledge their contribution to the campaign and for the encouragement they have given their students to take part in this competition.

An international jury panel of young artists, designers and well-known experts in the fi elds of design and communication met in September 2006 to produce a short-list of 35 of the most im-pressive poster designs. Entries were judged according to their visual impact, creativity, originality of expression, clarity of presentation and universal appeal.

The winning design will be printed on posters, fl yers and adverts to promote the “For Diversity. Against Discrimination.” campaign. The short-listed designs are being featured in an exhibition at the Commission‘s headquarters in Brussels. From here, the exhibition is travelling around Europe as part of the “For Diversity. Against Discrimination.” Truck Tour 2006. The Truck is a mobile infor-mation platform featuring an expandable stage that allows members of the public to learn more about the “For Diversity. Against Discrimination.” campaign.

In the following pages you will fi nd more information about the short-listed entrants and their posters.


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JURY

CORDULA ALESSANDRI

Cordula Alessandri was born in 1960 in Salzburg, Austria. From 1978 to 1982 she attended the University of Applied Arts in Vienna and majored in graphic design with Prof. Herbert Schwarz. Consequently she got three more years of basic training with her typography mentor Joey Badian.

At the age of 24 Cordula Alessandri became art director at DDB Needham worldwide, Vienna. Three years later she established her own studio “alessandridesign” creating packaging, editorial, and corporate design, advertising and fi nancial communication. Alessandridesign received numer-ous national and international awards. From 2003 to 2005 Cordula Alessandri taught communication design at the University of Arts in Saarbrücken, Germany. Her performances are mainly focused on “Sense and Sensitivity in Design”.

In 2003 she was admitted to the Alliance Graphique Internationale.

“I joined this jury because I love juries—who doesn’t? Juries mean a change of scene, conversations with new people and—ideally—seeing new ideas. If being in a jury even enables you to judge the work of young talented people whom I can learn from or learn to understand them better, every second the jurors spend judging them is worth it.

In some cases like this one, the good cause comes in additionally. Design must not withdraw from the responsibility to society.

A poster might not save the world—it’s the eff ort that counts.”


ISIDRO FERRER

Isidro Ferrer was born in Madrid in 1963. He graduated in drama and scenography, studied acting and pantomime at the school of Jacques Lecoq in Paris. In 1989 he worked in the studio of graphic designer Peret in Barcelona. After creating story boards for an animation series in Zaragoza and Valincia, he established his own studio in Huesca in 1996. He combines his pro fession as a graphic designer with intense works in other fi elds like illustration, cartoons, animations for TV or the edition of children’s and other books.

More than 20 books showing his works were published in France, Portugal, Spain and Mexico. His work was exhibited in Madrid, Gijón, Lisbon, Rouen, Rijeka, Bogotá, Quito, Turin, Paris and Mexico.

Isidro Ferrer has received several prizes as designer and illustrator, for example the National Design Prize 2002 and the National Illustration Prize 2005. He is member of the AGI—Alliance Graphique Internationale.

“Stereotypes are platitudes that enable society to reinforce its prejudices, its prefabricated ideas or images of character, its clichés that mutilate reality. To accept stereotypes as standards of be-haviour means following the mainstream, avoiding the peripheral path, accepting the conditions of fear, constructing a wall of certainties that buries all doubts. But the reality is hardly moder-ate; it is brittle and ever-changing. Reality, like utopia, is always two steps ahead. Certainties, like reality, are only one point of view, an approximation of the world’s complexity. To accept the world in its whole complexity and diversity means to open the doors to encounters, to construct a place of understanding.”

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JURY


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RASMUS KOCH

Rasmus Koch (born in 1970 in Denmark) is a graphic designer with an educational background from the Danish Design School. After graduation in 1997, he co-founded e-Types ApS, a graphic design agency, which in the late nineties reached international recognition due to its unusual collective creativity. Since April 2001, he set up Rasmus Koch Studio in Copenhagen. He has, among many other assignments, created the corporate identity for such prominent clients as Gyldendal—the oldest and largest publishing company in Denmark, The Danish Film Institute and the Information Centre of Danish Crafts.

Today his clients include a wide range of artists and international art institutions.

The challenges and possibilities of graphic design in the fi eld of arts are a main focus of his work.

Rasmus Koch has twice received the Danish Design Award. In 2003 he was awarded The Danish Arts Foundation 3-year working grant. Rasmus Koch has been much in demand as lecturer and tutor at home and abroad.

JURY


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CHRISTIAN KÜSTERS

Christian Küsters is the founder of CHK Design. The graphic design consultancy works with a range of clients in business, education, architecture and the arts on print materials, websites, exhibitions and fi lm. Moreover he is art director of Miser&Now, a new contemporary culture/arts magazine and has previously art directed AD Architectural Design magazine (2000–2006). Christian Küsters has written for a number of leading design publications and is co-author of Restart: New Systems in Graphic Design (Thames & Hudson, 2001). He teaches at Camberwell College of Arts.

Christian Küsters has established the digital type foundry, Acme Fonts, a platform to showcase contemporary font design and typographic experiments. He conceived, co-curated and co-designed Design Now—Graphics, an exhibition on contemporary graphic design for the Design Museum, London (2002).

“Sir Winston Churchill once famously wrote: ‘We shape our buildings: thereafter they shape us.’ That is equally true for all the visual information in our immediate environment. It shapes the way we think, and ultimately the way we see—and vice versa. Changes in perception are the results of an interaction between the environment and the individual.

Breaking Stereotypes should allow the viewer to think, as well as to reconsider. At its best it in-spires and challenges convention and ultimately creates an innovative communication experience.”

JURY


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UWE LOESCH

Uwe Loesch, born in 1943 in Dresden, Germany, studied graphic design at the Peter-Behrens Aca-demy Duesseldorf from 1964 to 1968. He belongs to the leading international poster designers. His work is represented in all important museums and collections such as The Museum of Modern Art New York, The Israel Museum Jerusalem, Le Musée de la Publicité Paris, The Library of Congress Washington D.C. and the Library of Fine Arts of the foundation Staatliche Museen Preußischer Kulturbesitz Berlin. More than 30 one-man-exhibitions showed his minimalistic poster design world-wide. He was honoured with numerous awards such as the Gold Medal of the ADC of Europe in 1996 and Silver Medal of the ADC New York in 1998 and in 2001. He is member of the AGI—Alli-ance Graphique Internationale, the TDC Type Directors Club New York and the ADC Art Directors Club for Germany. Since 1990 he holds a professorship for communication design at the University of Wuppertal.

“To announce a European poster competition with the ambitious title ‘Breaking Stereotypes’ is a challenge to all parties involved: to the students at universities and academies, to the hosts and or-ganisers, to the jury and last but not least to the awarding authority, the European Commission in Brussels. The international jury comprised of members from diff erent European countries tried hard to meet this challenge. It especially looked for those posters that make a ‘universally appealing’, ‘creative and original’ statement against discrimination of minorities and have the capacity to raise the interest of the beholder in a predominantly young audience.”

JURY


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MARCIN MROSZCZAK

Marcin Mroszczak was born in 1950 in Katowice, Poland. He graduated in design from the Academy of Fine Arts in Warsaw. At the age of 21 he started his professional career and quickly became one of the leading poster artists in Poland.

After his studies Marcin Mroszczak worked with the prestigious design fi rms Pentagram in London and Tel Design in Den Haag. In 1981 he represented Poland at the Biennale of Modern Art in Paris. Publications on his work appeared in many international magazines (e.g. Zoom, Graphis, Graphic Design, Advertising Art).

In the 1980s Marcin Mroszczak moved to Belgium to start an advertising career with McCann Ericsson and later founded Corporate Profi les, his own company.

In 1992 he established the Corporate Profi les offi ce in Warsaw—the company grew very quickly and became the most awarded advertising agency in Poland receiving the title of the agency of the decade. In 1998 Corporate Profi les merged with DDB where Marcin Mroszczak is now working as Creative Director and chairman.

Marcin Mroszczak was a member of the 2001 Cannes Lions Jury and Jury President of the 20th International Poster Biennale in Warsaw in 2006.

“I think it is beyond any doubt that fi ghting for tolerance is a duty of each and every decent person. Also in Europe, which is after all, proud of its tolerance.”

JURY


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ISTVAN OROSZ

Istvan Orosz, also known by the artist pseudonym Utisz, was born in Hungary in 1951. He was trained as a graphic designer at the University of Arts and Design in Budapest. After graduation in 1975 he began to engage in theatre as a stage designer and in animated fi lm as an animator and fi lm director. Later when his interest focused on poster art, Istvan Orosz mainly created thea-tre, movie and exhibition posters. At the time of the democratic transition in Central and Eastern Europe he also designed more and more political posters. Istvan Orosz is also known as a print-maker and illustrator.

The animated fi lms of the artist are often shown in Hungary and abroad while at the same time he is a regular participant in the major international exhibitions of posters and graphic art. Istvan Orosz is fi lm director at the Pannonia Film Studio in Budapest and teaches at the West Hungarian University. Moreover he is a co-founder of the Hungarian Poster Association and member of the Alliance Graphique Internationale and the Hungarian Art Academy.

“First of all I am very glad to be a member of this jury and that I was able to see the posters that were submitted to this competition. At the same time I regret that not each and every participant will be awarded a gold medal. From my point of view everyone of them who took a stand for these ideas, who was ready to fi ght for ‘Breaking Stereotypes’ is a winner. This competition is good for Europe. It helps raising awareness of discrimination issues and the benefi ts of diversity, but from a selfi sh point of view, it also benefi ts my profession: I am sure that visual communication will profi t from this competition and its aftermath.”

JURY


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CATHERINE ZASK

Catherine Zask was born in Paris in 1961. As a graphic artist, poster designer and writer she is as multifaceted as the building blocks of her visual language. In 1984 Catherine Zask graduated from the Ecole Supérieure d‘Arts Graphiques (Paris) and started her career as an independent designer. She works mainly with cultural institutions, creating their visual identity—one of them being the University of Franche-Comté (1985–2002). The design work was shown at the Centre Pompidou in 1991 Scam, Civil Society of Multimedia Artists, L‘Hippodrome, national theatre of Douai and the French Ministry of Culture, Architectural Department.

Catherine Zask taught at the Ecole de Communication Visuelle, the Ecole d‘art de Besançon and abroad.

From 1993 to 1994 Catherine Zask was a resident at the Villa Medici, Académie de France in Rome. From 2004 to 2006 retrospectives of her work took place at the Galerie Anatome (Paris), the Museum für Gestaltung Zürich, at Artazart (Paris) and at the Design Centre of the Czech Republic (Brno).

Zask has won several awards, including the Grand Prix of the 20th International Biennial of Graphic Design Brno in 2002. She is member of the AGI, Alliance Graphique Internationale.

JURY


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JURY STATEMENT

The design is as simple as it is compelling. The visual and its execution are reduced to a bare mini-mum: a simple embrace. The strength of the design is that it achieves something rare: it communi-cates far more on an emotional level than on a visual. The image says more than a thousand words; it is a visual metaphor, which is deeply embedded in our subconscious and the more eff ective for it. We “feel” the poster more than we “see” it.

The eff ectiveness of the poster is supported by it being completely reduced to a bare minimum. It uses only the most basic of all colours: black. It only uses one of the most basic of all shapes: the human body. The overall result is mesmerising—creating the most human of all messages without explicitly spelling out what that is.

The poster is in black and white, but its message covers the full spectrum of this competition. It manages eff ortlessly to simultaneously transcend and embrace all cultures, genders and ages. It is as specifi c as it is general.

WINNER

ALEKSANDRA WOLDAŃSKA

Aleksandra Woldańska is a 21-year-old student from Kalisz, Poland. Since 2004 she has been study-ing visual communications at the Academy of Fine Arts in Poznan.

This is not the fi rst art competition that Aleksandra has won. In 2004, she received the fi rst prize in a drawing competition organised by the local community centre in Kalisz, and in 2005, she was awarded the second prize for a Hewlett Packard T-shirt logo competition.

“In my poster racial diversity does not call for contradiction but is complementary. Thanks to people’s diversity, new qualities come into being which would not exist if we all were the same. Finding the things that we do not possess ourselves in another human being, enriches us and can make life more worthwhile. That is why acceptance of other people is so important. I would like my poster to make everybody aware that only by accepting others as they are can we create dialogue among people. I believe that the struggle with discrimination is still a topical issue because if we look at what is happening around us we can see that such dialogue does not exist in many places or spheres of life.”


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Aleksandra WoldańskaAkademia Sztuk Pięknych w Poznaniu, Poland

“Together”


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POSTER SELECTION

Frank Ortmann, “What A Wonderful Word”

Elisabeth Harich, “[Ich bin aufgeschlossen] du auch?”

Rié Hirai, “No diff erence, No fun”

Nina Krall, “Breaking Stereotypes”

Steve Dineur, “Cages”

Shincy Gaeremynck, “Casser les stéréotypes”

Dörte Melzer, “Games”

Bart Rylant, “Zwartwit”

Kathleen Scaut, “Stereotype”

Aneta Jiroutková, “ČÁROVÝ KÓD II.”

Halei Liu, “Brug forskellene”

Niina Pölönen, “Toes”

Natalie Eiswert, “Faces”

Christian Bartelt, “For the equality in the diversity”

Almudena Herrera Prieto, “Cortina de estereotipos”

Annette Pohlisch, “Matrix”

Roland Prölß, Petra Sterk, Eva-Maria Rau, “Noten”

Eva Swoboda, Robert Lakomczyk, “Form yourself!”

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Krisztina Sarközi, “Breaking Stereotypes”

Tijana Rančić, “Translation”

Katy Dillane, Elisabeth Broderick, Declan Duggan, “A union for all”

Vanessa O’Dwyer, Michael O’Brien, Anne O’Keeff e, “We Break Together”

Kieran O’Keeff e, Róisín Hurley, Joanne Geraghty, “Yes/no”

Daniela Martin, “Killing stereotypes feeds diversity”

Jody Mattioli, “Respect”

Łukasz Żuławski, “Pole”

Agnieszka Hańczuk, “Breaking stereotypes”

Marcin Markowski, “Every colour is delicious”

Aleksandra Woldańska, “Together”

Catherina Ristic, “Tabletten-Verteilt”

Norberto Gomes, “Breaking the wire against discrimination”

Sofi a Vasconcelos, Ana Dias, “Colour-blind”

Maria Karasova, “Ruler”

Katarína Truchlá, “My world is coloured…and yours?”

Lindsay Watson, “Identity!”

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HONORARY MENTION OF THE JURY

The entry entitled “What a wonderful world” deserves the honorary mention of the jury for the reason of its “simple complexity”. The poster communicates with a very simple yet visually complex metaphor. It says what it is about, without “spelling it out” in a too obvious way. It leaves enough room for the viewer to engage, to fi nd one’s own interpretation of its message. The success of the poster lies in its subtle contradiction—simple and complex at the same time.

The visual complexity is its strength and main focus point. The poster, like the society it is refl ecting, is an ever changing entity. Coming closer, one discovers more and more details—the visual is chang-ing before one’s eye. This visual eff ect easily lends itself to diff erent media forms. The visual on the poster can easily be transferred and would therefore work very well as an advertising campaign on TV or in print.

At the same time, everyone who has been to a busy airport or train station will immediately recog-nise the aspect of “reality” the poster plays with. This eff ect, a “re-visualisation”, is a great strength of this design. It ultimately refl ects a colourful society which benefi ts from its diversity.

Frank Ortmann, Fachhochschule Potsdam, Germany“What A Wonderful Word”


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Elisabeth HarichAkademie der bildenden Künste, Vienna, Austria

“[Ich bin aufgeschlossen] du auch?”


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061004_Inh_AusstellungsKat_av 21061004_Inh_AusstellungsKat_av 21 04.10.2006 17:15:18 Uhr04.10.2006 17:15:18 Uhr

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Rié HiraiAcadémie Royale des Beaux-Arts, Bruxelles, Belgium

“No diff erence, No fun”


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Eine Initiative der Europäischen Union


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Nina Krall HTL—Bau und Kunst, Innsbruck, Austria“Breaking Stereotypes”


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Steve Dineur Académie Royale des Beaux-Arts, Bruxelles, Belgium“Cages”


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Shincy Gaeremynck Académie Royale des Beaux-Arts, Bruxelles, Belgium

“Casser les stéréotypes”


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Nos différences font notre richesse“ Casser les stéréotypes”Une initiative de l'Union européenne


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Dörte Melzer Académie Royale des Beaux-Arts, Bruxelles, Belgium

“Games”


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Bart Rylant KDG—Sint Lucas Antwerpen, Belgium

“Zwartwit”


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www.stop-discrimination.info


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Kathleen Scaut Academie Royale des Beaux-Arts, Bruxelles, Belgium

“Stereotype”


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Aneta Jiroutková Zlínská Soukromá Vyšší Odborná Škola Umění, o.p.s., Dřevnická, Czech Republic“ČÁROVÝ KÓD II.”


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Halei Liu Design Skolen Kolding, Denmark

“Brug forskellene”


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Brug forskellene

Et initiativ fra EU-kommissionen


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An initiative of the European Union

Breaking Stereotypes


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Niina Pölönen Pohjois-Karjalan ammattikorkeakoulu, Joensuu, Finland “Toes”


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BREAKINGSTEREOTYPES

Eine Initiative der Europäischen Union


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Natalie EiswertHochschule Niederrhein, Krefeld, Germany“Faces”


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Christian Bartelt HAWK Hildesheim Gestaltung, Germany

“For the equality in the diversity”


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Almudena Herrera PrietoCICE—Escuela Profesional de Nuevas Tecnologias, Madrid, Spain

“Cortina de estereotipos”


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Annette PohlischFH Wiesbaden, Germany“Matrix”


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Roland Prölß, Petra Sterk, Eva-Maria Rau, Georg-Simon-Ohm Fachhochschule Nürnberg, Germany

“Noten”


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Eva Swoboda, Robert LakomczykKunsthochschule Berlin-Weissensee, Germany

“Form yourself!”


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Krisztina Sarközi Fachhochschule Augsburg, Kommunikationsdesign, Germany“Breaking Stereotypes”


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Tijana RančićAristoteles University Thessaloniki—School of Fine Arts,

Department of Engraving, Greece“Translation”


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Katy Dillane, Elisabeth Broderick, Declan DugganLimerick School of Art and Design, Ireland

“A union for all”


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Vanessa O’Dwyer, Michael O’Brien, Anne O’Keeff e Limerick School of Art and Design, Ireland

“We Break Together”


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isn’t it better to work together... isn’t it better to work together...


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Kieran O‘Keeff e, Róisín Hurley, Joanne GeraghtyLimerick School of Art and Design, Ireland“Yes/no”


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Daniela MartinScuola Italiana Design, Padova, Italy“Killing stereotypes feeds diversity”


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Jody MattioliUniversità degli Studi di Firenze—CDL Cultura e Stilismo della Moda, Italy

“Respect”


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Un’iniziativa dell’Unione Europea

Si alle diversit à

No alle discriminazioni



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Łukasz ŻuławskiWyższa Szkoła Sztuki i Projektowania, Łódź, Poland“Pole”


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Agnieszka HańczukWyższa Szkoła Sztuki Użytkowej, Szczecin, Poland

“Breaking stereotypes”


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Marcin MarkowskiAkademia Sztuk Pięknych w Poznaniu, Poland

“Every colour is delicious”


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Aleksandra WoldańskaAkademia Sztuk Pięknych w Poznaniu, Poland

“Together”


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Catherina RisticGeorg-Simon-Ohm-Fachhochschule Nürnberg, Germany“Tabletten-Verteilt”


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Norberto Gomes ISDOM, Marinha Grande, Portugal

“Breaking the wire against discrimination”


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Sofi a Vasconcelos, Ana Dias Lisbon AD School, Portugal“Colour-blind”


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Maria KarasovaTechnicka Univerzita, Fakulta Umeni, Kosice, Slovakia

“Ruler”


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Katarína Truchlá SSPŠAT, Brátislava, Slovakia

“My world is coloured…and yours?”


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My world is coloured...and yours?



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Lindsay Watson Glasgow School of Art, United Kingdom

“Identity”


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B R E A K I N G S T E R E O T Y P E S — E X H I B I T I O N C A T A L O G U E

Publisher: European Commission, DG Employment, Social Aff airs and Equal Opportunities, 1049 Brussels, Belgium

Design and Layout:MEDIA CONSULTA International Holding AG, Wassergasse 3, 10179 Berlin, Germany

The contents of this publication do not necessarily refl ect theopinion or position of the European Commission.



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