EXPO 2027 Belgrade
Play for Humanity
Client
The Government of Serbia
Sector
Arts & Culture,
Disciplines
Branding,
Literature & Print,
Signage & Wayfinding,
Packaging,
Brand Architecture,
Digital,
Brand Engagement,
Brand Environment,
For the first time, a Specialised EXPO is coming to the Western Balkans. EXPO 2027 Belgrade represents a defining moment for Serbia—an opportunity to position the country on the global stage as a hub for innovation, creativity, and collaboration. As the first World Exposition to be held in the former Yugoslavia, the event needed an identity capable of operating at extraordinary scale. Working with the theme Play for Humanity: Sport and Music for All, we developed a visual identity that captures the spirit of openness, joy, and possibility inherent to the brief. The graphic system balances playfulness with structure to create a flexible language that adapts across contexts while maintaining a coherent visual voice throughout the exposition and beyond.
EXPO 2027 Belgrade
Play for Humanity
Client
The Government of Serbia
Sector
Arts & Culture,
Disciplines
Branding,
Literature & Print,
Signage & Wayfinding,
Packaging,
Brand Architecture,
Digital,
Brand Engagement,
Brand Environment,
For the first time, a Specialised EXPO is coming to the Western Balkans. EXPO 2027 Belgrade represents a defining moment for Serbia—an opportunity to position the country on the global stage as a hub for innovation, creativity, and collaboration. As the first World Exposition to be held in the former Yugoslavia, the event needed an identity capable of operating at extraordinary scale.
Working with the theme Play for Humanity: Sport and Music for All, we developed a visual identity that captures the spirit of openness, joy, and possibility inherent to the brief. The graphic system balances playfulness with structure to create a flexible language that adapts across contexts while maintaining a coherent visual voice throughout the exposition and beyond.
For the first time, a Specialised EXPO is coming to the Western Balkans. EXPO 2027 Belgrade represents a defining moment for Serbia—an opportunity to position the country on the global stage as a hub for innovation, creativity, and collaboration. As the first World Exposition to be held in the former Yugoslavia, the event needed an identity capable of operating at extraordinary scale.
Working with the theme Play for Humanity: Sport and Music for All, we developed a visual identity that captures the spirit of openness, joy, and possibility inherent to the brief. The graphic system balances playfulness with structure to create a flexible language that adapts across contexts while maintaining a coherent visual voice throughout the exposition and beyond.
For the first time, a Specialised EXPO is coming to the Western Balkans. EXPO 2027 Belgrade represents a defining moment for Serbia—an opportunity to position the country on the global stage as a hub for innovation, creativity, and collaboration. As the first World Exposition to be held in the former Yugoslavia, the event needed an identity capable of operating at extraordinary scale.
Working with the theme Play for Humanity: Sport and Music for All, we developed a visual identity that captures the spirit of openness, joy, and possibility inherent to the brief. The graphic system balances playfulness with structure to create a flexible language that adapts across contexts while maintaining a coherent visual voice throughout the exposition and beyond.
Inspired by the confluence of Belgrade’s two great rivers, the Sava and the Danube, our branding utilises transparency and overlapping forms, capturing the dynamic and fluid nature of water. Versatile and bold, the EXPO 2027 brand identity embodies the energy of the event and the essence of Serbia.
Inspired by the confluence of Belgrade’s two great rivers, the Sava and the Danube, our branding utilises transparency and overlapping forms, capturing the dynamic and fluid nature of water. Versatile and bold, the EXPO 2027 brand identity embodies the energy of the event and the essence of Serbia.
The colour system mirrors the dual-river concept with two distinct palettes. Vibrant gradients and bold hues convey energy and playfulness, while transparency allows colours to blend and shift, reinforcing the themes of fluidity and interaction central to the brand.
The colour system mirrors the dual-river concept with two distinct palettes. Vibrant gradients and bold hues convey energy and playfulness, while transparency allows colours to blend and shift, reinforcing the themes of fluidity and interaction central to the brand.
To balance the organic fluidity of the logomark, we developed a bespoke typeface with bold forms. The typography grounds the identity, providing clarity and impact across the scale of applications—from wayfinding signage to large-format environmental graphics—ensuring legibility and presence in every context.
To balance the organic fluidity of the logomark, we developed a bespoke typeface with bold forms. The typography grounds the identity, providing clarity and impact across the scale of applications—from wayfinding signage to large-format environmental graphics—ensuring legibility and presence in every context.
The forms extend beyond the logomark itself, as the foundation for a flexible graphic system. Layered at varying scales and transparencies, the shapes generate unique patterns that adapt to different applications.
The forms extend beyond the logomark itself, as the foundation for a flexible graphic system. Layered at varying scales and transparencies, the shapes generate unique patterns that adapt to different applications.
Beyond the exposition itself, the identity was designed with legacy in mind. Large-scale applications include aircraft livery, building façades within the EXPO campus, and permanent installations like manhole covers embedded throughout Belgrade. These touchpoints ensure the visual language of EXPO 2027 becomes part of the city's fabric, leaving a legacy that endures long after the event concludes.
Beyond the exposition itself, the identity was designed with legacy in mind. Large-scale applications include aircraft livery, building façades within the EXPO campus, and permanent installations like manhole covers embedded throughout Belgrade. These touchpoints ensure the visual language of EXPO 2027 becomes part of the city's fabric, leaving a legacy that endures long after the event concludes.
