KVIFF 59 visual identity 2025
In the realm of cinema, a simple embrace often flickers across the screen, a fleeting gesture that resonates deeply yet fades in the rush of daily life. Zuzana Lednická of Studio Najbrt, reflecting on a world fractured by division, yearns for this act to inspire greater mutual respect. As the 59th Karlovy Vary International Film Festival (KVIFF) approaches in the enchanting Czech spa town, it unveils a poignant visual theme: the embrace. Hailed by organizers as a “powerful” symbol, this motif comes alive in evocative promotional visuals adorning Prague, proclaiming, as KVIFF’s website declares, “Yes, it’s film but above all, it’s life!”
In an illuminating conversation with The Hollywood Reporter, Lednická, a creative force at Prague’s Studio Najbrt since 1995 and now a director steering KVIFF’s visual identity, reveals the embrace’s subtle yet profound significance. Chosen to weave a narrative thread between lived human experiences and the cinematic world, the embrace transcends mere imagery. “After years of leaning toward minimalist graphics, we craved a story that binds everyday connections to the magic of film,” Lednická explains.
Amid today’s polarized landscape, amplified by social media’s echo chambers, she reflects on a universal longing: “I’m not alone in craving more respect and understanding, even in disagreement.” The embrace, a recurring cinematic trope, emerged as the perfect emblem to bridge these divides. Its resonance was unexpected yet profound, with even Cannes adopting a similar theme that year, signaling a collective hunger for unity.
Photographer Václav Jirásek captured over a hundred authentic moments, from spontaneous to carefully staged, featuring real couples and friends to preserve genuine intimacy. This diverse tapestry of embraces each a universal gesture—wove together a narrative of connection. Drawing from archival inspiration, Lednická crafted original imagery tailored to embody the festival’s 2025 values.
Studio Najbrt, led by Aleš Najbrt, celebrates three decades of bold visual innovation for KVIFF, each year venturing into new artistic territory – be it photography, illustration, or symbolic motifs. “The festival’s fearless embrace of visual risk fuels our creative exploration,” Lednická says with pride. The anticipation of how these creations will resonate sparks a thrilling blend of nerves and excitement, a testament to the studio’s enduring passion and curiosity.
As KVIFF prepares to unfold, its embrace-themed visuals stand as a clarion call for connection, reminding us that in both film and life, a single gesture can bridge worlds
