A SYMBOL OF STRENGTH AND UNITY

The logo for the 2015 European Games includes all the symbols that are relevant to Azerbaijan. Rendered in the colours of the national flag, the logo incorporates a pomegranate, a flame, the Phoenix and the sea. The man behind the logo for the European Games, an Azerbaijani living in Istanbul, Adam Yunisov, spoke to us about the creation of the logo, his vision of the link between the symbols and his life's work.

- Adam, originally you went to Turkey to study, but you stayed to live and work. Is that for good?

- I left Azerbaijan in 1996 and went to university in Ankara to study computer programming. I thought I would be going back home, but it turned out that I have stayed for a while, but I can't say that it will be for good. Although 20 years is quite a long time.

To be frank, I didn't work exclusively on this speciality, or rather, I did but for a very short time. While we were studying, my friend and I formed a company creating special programmes. We created a programme but we couldn't sell our work because we didn't understand the laws of business.

I have to admit that since I was a kid I have been fascinated by the work of designers. I was always taken with this and I read all the literature and spent all my spare time on it. And when we failed to create our software programme I started to think seriously: why not combine computer programming and design and turn my enthusiasm into a special profession bringing in an income?

- So what did you do? I suppose you set up a new business?

- My Zodiac sign is the Scorpion and to give up something half-way is against my nature. At least, that's what the astrologers say. We changed our company name to Element Visual Studio and changed the profile of our work to digital design. This time we were successful, and in the 15 years we have been in Turkey we have built up a pretty broad client base. Consequently, my professional work was the deciding factor in staying on in Turkey.

- Never mind changing your place of residence, you also changed the specialist area of work you were training to do. That's quite a serious move. What helped you succeed in this sphere?

- I had no specialist education in design. I think my success in this sphere is in many ways down to my ability to observe, to separate different aspects and to see and think outside the box. Besides that, people like me are called workaholics.

Wherever I go and whatever I do, my thoughts always go back to work and I grab whatever I can from the world around me to assist me in whatever project I'm working on. You could say that I live for my work. That said, I am very lucky that I love what I do and that it provides me with a living.

- I wonder what made you take part in the tender to create the logo for the first European Games in Baku. Was this your first experience of working in Azerbaijan?

- Far from it: I had already worked with various companies and carried out a number of projects. But they were all strictly commercial. When I heard about the tender to create a logo I decided to have a go. So, I sent off one version of a logo to the competition and it was approved. I was full of pride that it was I who was the creator of the logo of the first European Games in my native Azerbaijan. Especially as the competition, as far as I am aware, was quite strong - about 20 European companies and a lot of local ones took part in the tender.

- What was it that gave you the idea for the logo? Are you into sport, and was that what inspired you?

- I have never taken up any sport professionally, but I do try to lead a healthy way of life, and at least go jogging. I run alone and this is a very good time, strange as it may sound, to gather my thoughts. I would say that most of my successful projects have come when I am out jogging.

It could be that the reason for my success with the European Games logo was that I live a long way from home. I'll explain what I mean: it was through living for a long time in another country that I began to have a better understanding of the meaning of my roots and of Azerbaijani traditions. I started to think, what best sums up Azerbaijan abroad? Azerbaijan has a lot to offer, but it might not mean much to a foreigner.

So, looking at the question from this angle, I chose the pomegranate for my first subject in the future logo. This is a fruit which is much loved by the Azerbaijanis and is a very significant symbol that personifies strength and unity. Another symbol that is inseparably linked with Azerbaijan is the flame, symbolizing the Land of Fire. The Phoenix, or Simurgh bird, is reflected in Azerbaijani and world literature. But before thinking about how to use these symbols, it is important to link them graphically in such a way that they live separately but augment one another. The success of a logo, it seems to me, is also about not losing anything by being in monochrome.

It should be pointed out here that all the graphics used in the preparations for the European Games are the work of a whole team consisting of various experts, including some from abroad. And I am also making my fair share of the contribution to this work.

- Incidentally, the mascots for the European Games in Baku - Jeyran the gazelle and Nar the pomegranate - have caused a lot of debate on the social networks.

- My team worked on creating the design for Jeyran's dress. I didn't take part directly in creating the mascots. Or rather, I submitted my versions, but they weren't approved. I am basically aware of the different opinions about the mascots, some of them critical. I think that sort of discussion is perfectly natural. I can agree with some criticism, but one shouldn't overstep certain boundaries when it comes to criticism. After all, these are mascots for the European Games in Baku that have been approved and which will actually represent Azerbaijan.

- Have you yourself encountered any criticism over your design for the logo?

- Yes, of course, usually in social networks. But I see this as mild criticism. My work hasn't caused much serious complaint, but I am always happy to answer any questions and explain what my work is all about. You have to realize that you can't please everyone and your work may not be to everyone's taste for various reasons, from professional or aesthetic aspects to the fact that there are some people who just love to criticize without bothering to look at the crux of the question. I ask people to respect other people's work and success.

- And here's another thing that I must raise. It was very significant that it was an Azerbaijani who won the tender to create the logo for the European Games when experienced experts were drawn from abroad. I think that this is an incentive for some of our young people to aspire and succeed…

- I agree with you, and not just because it was I who won the tender. In my view, any success by Azerbaijanis in such large-scale projects should be carried to the people. For my part, I am grateful to the Operational Committee of the European Games in Baku for the invitations to functions in connection with the preparations for this event. I would like to encourage young people to have a go. Of course, events of this scale are not held in the country every day, but still Azerbaijan has its fair share of them. And one should always take part in competitions and tenders. Failure doesn't mean you are not worthy of something; it's cause to develop yourself. Each goal you set yourself gets its reward.

- What kind of life do you lead? How do you spend your time?

- I prefer a modest and healthy life-style. As I have already said, I am very lucky to be able to combine my favourite pastime and a professional job. I am also lucky to have a lovely wife and the mother of my children, aged 13 and 3 and a half. People say I'm a romantic. I think I am. I love to run, swim and go cycling. But if there is a chance to walk, I never cycle. All this helps me keep in shape.

- Do you have any plans to return to Azerbaijan and to live and work here?

- To move directly to Azerbaijan - no, but I am Azerbaijani and wherever I am I will remain an Azerbaijani. On the other hand, as I have already said, you can appreciate your homeland more and understand it better from afar. I lead a fairly comfortable life in Turkey, and it is not for nothing that people say that the Azerbaijanis and the Turks are fraternal peoples, and despite certain differences in our world outlook, the culture and mentality there are very close to me. At the same time, I never lose touch with my homeland. I come from Naxcivan. My parents, my older brother, my older sister and younger brother live and work in Baku.

- Can you see your company opening an office in Baku?

- To be honest, in my opinion, there is no need to have an office to run a business successfully and attract new clients. Possibly, if you are talking about increasing a company's prestige or standing, then opening an office is important, but not having one is no barrier to being successful.

- To conclude our conversation, I would like to ask you what you wish our compatriots living abroad?

- Azerbaijan is developing all the time. Unfortunately, some traditional aspects are forgotten and disappearing in this process. I hope that the young people of today preserve all the values there have been in the past.