At the beginning of 2017, Kaunas was awarded the title of the European Capital of Culture for 2022. Acid helped to visualize this borderless programme and developed an expansive visual identity. Kaunas confusing history and optimistic future required a truly versatile visual language ready to communicate the story of the ever-changing city. Kaunas 2022 is a long programme spanning over 6 years and including all kinds of messages. To make sure that the identity stays relevant over the years, it was made to be open. Open to evolution, reinterpretation, and remix, open to different themes and events, open to the community and to the future creators who will shape the identity in their own way.
The dynamism of the logo is meant to represent Kaunas shift from temporary to contemporary capital. An ever-changing K logo supports Kaunas aspirations of becoming a modern city. Just as the city tries to reshape its image, the K moves on canvas in every direction while creating new and unexpected graphics.