How to convey the identity of the Grand Duchy of Luxembourg into symbols? Should the country express its values and profile through a new logo? Or rather through a slogan? Which visual and verbal identities should be used, and to which degree? These questions go beyond a mere communication and design context, as they relate to historical, sociological, cultural and other dimensions, which have to find their place within the debate around the expression of Luxembourg's identity.
The process leading to the definition of Luxembourg's values has been participatory from the start. This is why the Nation Branding Committee decided to launch a Creathon – a sort of creativity marathon – about Luxembourg's identity on 4 and 5 March 2016. During this event, the question of identity will be discussed so as to include different points of view within multidisciplinary teams (artists, graphic designers, designers, but also historians, sociologists, IT specialists, business leaders, journalists, communication experts, consultants, film-makers, young talents, etc.), all set in a stimulating context favourable to common creation.
This Creathon is going to take place at three emblematic venues of Luxembourg's creative universe: Nyuko, LUCA, Carré, supported by the respective managers Nicolas Buck, Andrea Rumpf and Robert Garcia. The lead retained at the end of the Creathon is going to be refined by a professional team in the following weeks. The result of this process will be the new way in which Luxembourg will present itself in the future.
Interested individuals can submit their application to participate in this creative weekend in their own name until Friday 12 February 2016 via firstname.lastname@example.org.
A short letter of motivation has to be joined to the application. The selection of the people constituting the teams is going to be made between 15 and 20 February 2016.
(Source: Nation Branding Committee)