Serbia’s LDP Brand Identity: Mirko Ilić

Curator: Laetitia Wolff
date: October 17, 2011
Categories: Brand & Identity Design, Corporate Communications Design, Typography
Tags: brand identity, logo, political branding
Brand identity for Serbia’s Liberal Democratic Party (LDP) (Mirko Ilić, creative director and designer; Aleksandar Macasev, designer)

Designing the logo for the newly formed Liberal Democratic Party (LDP) of Serbia is hopefully the first building block of a quinquennial plan for NY-based, Bosnia-born Mirko Ilić. 


Through this bicolor logo, he’s demonstrating his heartfelt intellectual support for his country fellowmen as they transition into a new era of hope, following the assassination of Prime Minister Djindjic. From his transnational post in NYC Ilić has continually embodied—through his work and (a)political stance—a spirit of independence and of challenging protocols, authorities and prejudices. It was at the infamous Belgrade gay parade last year that Ilić met 46-year-old Chedomir Jovanovic, founder of this new party and leader of the student movement that rid post-Yugoslavia of dictator Milosevic.


Out of their mutual respect came a simple, manifesto-like brand identity focused on the exclamation point, a final graphic expression of action and revolution. Stepping away from the original logo, which in the words of the designer “looked like a German bank’s,” the new identity uses stencil, a process also used by the original Serbian student movement and echoing others before it: rough but clean. What’s exciting about this project is to see how four characters (L + D + P + !) bring together the personal and the political, unearthing deeply rooted beliefs in change and a nuanced understanding of the term national(ism).


Preokret has a double meaning: It translates as revolution, but also, more symbolically, as turning around, changing and putting things upside down. (Mirko Ilić, creative director and designer; Aleksandar Macasev, designer)

The logo plays off the iconic red color of left wing parties but avoids referencing the traditional nationalist blue flag color, typically used in political party identities. (Mirko Ilić, creative director and designer; Aleksandar Macasev, designer)

Liberal Democratic Party annual meeting, voting with the exclamation point (Mirko Ilić, creative director and designer; Aleksandar Macasev, designer)

The logo utilizes the exclamation mark that has been the trademark of the party’s communication, almost as a motto— integrated within the logo, it has definitely replaced the hammer and sickle. (Mirko Ilić, creative director and designer; Aleksandar Macasev, designer)

Chedomir Jovanovic, Mirko Ilić’s client and Serbia’s Liberal Democratic Party leader, at the annual party meeting (Mirko Ilić, creative director and designer; Aleksandar Macasev, designer)


  • Davorin

    Powerful, modern and respectable.

  • ОТПОР

    ГОВНА!!

  • designolicious

    I cant believe this mediocre piece of work was featured on such a cool design blog. seriously, dudes, raise the bar a bit :)

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