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The Warsaw Voice » Business » July 30, 2008
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Polish Expo 2010 Logo Selected
July 30, 2008   
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20 billion euros is how much Europe will spend to build new nuclear power plants over the next five to 10 years, according to rating agency Fitch.

The Polish Information and Foreign Investment Agency (PAIiIZ) has selected a logo for the Polish presentation at the Expo 2010 World Exhibition in Shanghai, China. The winning logo was designed by Warsaw-based agency Lowe Activation, which also designed a visual identification system for the Polish pavilion.

Lowe Activation beat 11 other entrants. The judges making the decision consulted two native Chinese lecturers at the sinology department of the University of Warsaw. The Chinese assessed the submitted designs in terms of clarity for the local audience. Other criteria included artistic value and stylistic cohesion with the Polish Expo 2010 pavilion.

The shape of the logo brings to mind a towering skyscraper, associated with modern technology and fast growth. At the same time, through a reference to folk art, it conjures up tradition, thus harmonizing with the overall design of the Polish pavilion.

The logo, with its symbolic meanings, is comprehensible to the Chinese viewer, while being specific to Poland.

The logo's human figures bring to mind the leading theme of Poland's participation in the event: "People Create the City."

The treble clef motif symbolizes Poland's rich music traditions, especially in the context of great composers such as Frederic Chopin. The pen nib refers to Poland's literary and scientific achievements and the centuries-old traditions of Polish institutions of higher education. The eagle, the Polish national emblem, is also associated with the phoenix, a bird that in Chinese mythology is a symbol of virtue, grace, power and prosperity.

M.R.
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