ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
CRTA – Visual identity created with the help of AI
Category
Innovation
Annual ID
ADC101_BCD061M
About the Work
The CRTA is a Regional Centre of Excellence for Robotic Technology within the Faculty of Mechanical Engineering and Naval Architecture at the University of Zagreb, Croatia. The Faculty is responsible for innovations such as RONNA, a robotic system for neurosurgical applications.
The visual identity was derived from the artificial intelligence’s ability to learn, applied in this case to writing of the word “crta”. The name of the institution, spelled out by students in their own handwriting, provided input for AI. The resulting information was processed, leading to a variety of artificial intelligence’s visual feedback, which served as a basis for visual identity.
In Croatian, the word crta means line. Mathematically, it is defined as a set of points in a plane. The designers, relying on representations of the concepts contained in the abovementioned definition, point, line and plane, played with the data inputs created by AI. The underlying principle of the first element, inspired by point, was the neuron network, an array of interconnected points. The initial C was transformed into a dotted trajectory, thickened randomly to form axis z, and eventually turned into a new 3D object.
The second element, inspired by line, is based on a vector representation of the trajectory followed by the RONNA robotic arm during brain surgery.
The third element, inspired by plane, came out of the augmented letter trace.
The resulting visual identity is in interplay of various combinations of the abovementioned elements.
The visual representation of the concepts contained in the definition of the word line is a symbolic representation of the process of growth i.e. the trainings provided to the Centre’s beneficiaries. It is a bridge between the individual – a student or a scholar – and their professional surroundings – be it a corporate, education or academic system, for that matter.
2022 Awards
Total Points: 3
Merit Honor
Credits
Design Firm
Bruketa&Zinic&Grey / Zagreb
Art Director
Borjan Pavlek
Creative Director
Davor Bruketa
Ivo Payer
Designer
Bruno Bolfan
Account Director
Dina Borosic
Account Executive
Barbara Busic
Music Composer
Dubravko Robic
PhD, Asisstant Professor
Marko Svaco
PhD, Full Professor
Bojan Jerbic
Postdoctoral Student
Josip Vidakovic
PR Manager
Jelena Mihelcic
Research Assistant
Filip Suligoj
Bojan Sekoranja
Video Animator
Tvrtko Karacic
Video Production Manager
Anja Pecovnik
Related Awards
