Dusan Milenkovic:
• Born in 1978 and raised in Remscheid, Germany by Serbian parents
• Degree in Communication Design, 2008
• Apprenticeship 'Digital and Print Media Design'
• Co-founder of Cologne-based design studio Konstruktive (www.konstruktive.net)
How did you learn about the design competition and what motivated you to participate?
I first learned about the competition when I saw a poster advertising it in our university library. It immediately caught my attention, and the online announcement made me want to participate. There were basically three aspects of the competition that triggered my interest: the challenge to communicate to and with a large number of different cultural groups, the interest in promoting organic farming, and the design challenges of the task: to express such a complex issue in such a small size and without the use of words.
Can you describe the designing process?
Before starting with the design, I did a lot of research. Firstly, on organic products: I went to different shops, checking their organic products and how they were labelled. I generally felt that the vast number of different labels is bound to confuse consumers. Secondly, I wanted to learn more about organic farming so I checked numerous sources, from Wikipedia to the websites of different organic stakeholders. IFOAM/IFOAM EU was one of them. I also talked to organic stakeholders, for instance to the director of a health food shop, an organic farmer, a bee keeper and a wine maker. Finally, I searched for pictures and images that would well represent the concept of organic farming and its products.
I tried out my first sketches on people of different ages and backgrounds to see what associations my logos would trigger. One idea I had was to create a logo that consists of the annual rings of a tree. I loved that idea as it symbolises the natural cycles, but it was difficult to connect it to the information on Europe.
The final logo – the leaf with the EU-stars – eventually did the trick: it is understandable to everyone in Europe, it creates positive associations towards the organic world, and it works fast: when you see it on a package, you know what it is and what it stands for. Sure, some people have told me that there is no direct connection between organic farming and a leaf, but I think that is only a matter of time; once you know what the leaf stands for, you will easily spot it and find your organic product.
How did you experience the selection process?
Quite frankly, I was pretty relaxed about it. I had other work to concentrate on, and it was only 3 or 4 months after I had handed in my logo that I got the notification of being among the 'top 100'. When that boiled down to the 'top 10' and finally the 'top 3' I got really excited. Funnily enough, a lot of old and new friends and acquaintances got in touch with me during the selection phase. My logo received a lot of support on facebook and via emails. I had never been in contact with the European Commission or the members of the jury, all contacts were made by Media Consulta. It was also them who told me my logo had received the highest number of votes. Yes, I confess, I had asked all my acquaintances to vote for my logo. I am happy and proud to have won, and knowing that my logo will soon be on all organic products in Europe feels fantastic.
Tell us about the prize ceremony in Brussels on 18 July when you received the trophy for the winning logo.
We had all received briefings from Media Consulta on what the event would look like. I was therefore quite struck when Commissioner Dacian Ciolos, totally unplanned and unexpected, asked me to talk about my logo on stage. So exciting! Unfortunately the time with the members of the jury was very short; I would have liked to have more time to get to know them. But in the evening, when the event was over, all jury members, the representatives from Media Consulta, the designers of the three best logos, and Francois Hulot spent some time together in the hotel. I enjoyed the relaxed atmosphere and the personal contacts I made.
What did it feel like when you first saw an organic produce with YOUR logo on it?
Wow – that went so fast. Already in BioFach 2010, only a week after my logo had been selected, I saw products carrying the logo! I now quite enjoy checking the logo when I do my shopping...
What is your personal attitude towards organic farming and how has it changed through the logo competition?
I have always felt connected to farming in line with nature. My Serbian grandfather was a small-scale farmer, and each year we spend our vacation with him. He did not use chemical inputs and very consciously worked with nature. Helping on the farm, like collecting plums or milking the cows, was something natural and meaningful to me; we very much enjoyed the taste and quality of our farm-made products.
In Germany, it used to be my girlfriend who took care of our healthy diet rather than me. Now, after the logo competition, I find my awareness of organic products changed. Nowadays, I try to buy as many organic products as possible.
Would you like to continue working with/for the organic movement in the frame of your design profile?
Yes, definitely. I find the organic sector a very fascinating one. I enjoy supporting people and causes that have a personal history and do their work with a lot of passion. Right now Konstruktive is working on a project from the field of alternative energy. Cooperation with organic stakeholders is more than welcome!
What is your opinion of the presentation of the organic bodies throughout Europe? Anything you would recommend them?
As a designer, I think that the organic sector is generally selling itself for less than what it is worth. The sector has high quality products to offer, but it does not really convey that message the moment it presents itself to the outside world (for instance on its websites, presentations, newsletters, or the packaging of their products). My recommendation is to demonstrate with all available tools what you are best at – designers can help you to do that.
Interview by Lena Wietheger, 29 July 2010
