Kvadart
magazine review for ITEMS magazine

Kvadart is the leading Yugoslav magazine, founded in 1994. The name was initially coined as a Malevich-inspired word symbiosis, suggesting various meanings in wider cultural surroundings.

In an attempt to reach a greater number of readers, the magazine is now trying to cover product-, graphic-, interior design, architecture, photography, art, fashion, enriched by advertising, technology, history and media. The broadness of interests restrict the magazine from focusing more in-depth. As proclaimed in the editorials, Kvadart is on its mission to report on ‘universal meaning’ of design and trying to challenge the conventional differences between art and design. The design of the magazine is notably similar to western trends in magazine publishing from about five years ago: fractured, eclectic layouts; abrasive treatment of text; and fascination with the new visual possibilities offered by the computer. However, it would be incorrect and lazy to formally judge the magazine without considering the conditions in which it is made.

The mere existence of Kvadart in a country under heavy embargo and various sanctions is very important for the local situation, and has symbolic meaning. It demonstrates the patriotism and vitality of the people. Milosevic’s regime successfully destructed the so called middle class which usually forms readership of such magazines.

When contacting Radomir Vukovic, the editor-in-chief of the Kvadart magazine, about the intentions of the magazine, the response started with: “Who needs design magazin, in a country in which a national income is less than 100$?”. Design never exists by itself, it is always effected by the society. Making a magazine in total isolation and extremely difficult economic and political conditions, without any sort of institutional or governmental support, is indeed heroic. Quite naturally, as a sort of patriotic defence of the culture, the magazine sets out to promote only local designers, plus those who have left Yugoslavia, which makes the magazine international to some extent.

The magazine is at its strongest and most compelling when offering a clear point of view. Issue 9, reporting on the NATO bombing and local resistance, has an unprecedented energy. The then-ubiquitous target became a theme of the issue, and a key design element. Such a strong theme is a catalyst for both the magazine’s content and form. A die-cut hole through the issue is a reminder of the painful memories, and provides a frame for perceiving images in a different context.

Vukovic, the founder, publisher, editor and owner of the the magazine, was an elite designer in the former Yugoslavia. He was at the very top in the mid-80s when designing the visual identity of the XIV Winter Olympic Games in Sarajevo in 1984, or making identity of Budva and Tivat Riviera (Monte Negro). Currently, motivated by the idealistic urge to create and improve, he is investing his energy into the adventure called Kvadart.

May 2000