Newborn monument

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Newborn monument
NEWBORN Monument.jpg
Location Pristina  Kosovo

The Newborn Monument (NEWBORN) is a typographic sculpture and tourist attraction in Pristina, Kosovo. It is located in front of the Palace of Youth and Sports,[1] and was unveiled on 17 February 2008, the day that Kosovo declared independence from Serbia.[2] The monument consists of the English-language word "Newborn" in capital block letters, which were painted bright yellow when the sculpture was first revealed. The monument was later re-painted with the flags of the states that have recognized Kosovo.[3] Newborn will be painted differently and unveiled on 17 February every year. The monument attracted the attention of international media reporting Kosovo's declaration of independence, and it was featured prominently on the front page of The New York Times.[4]


The monument was created by Fisnik Ismaili and creative agency Ogilvy Kosova with his participants (E.H, L.B, E.S, B.B, M.S).[5] At the unveiling the organizers handed out black permanent markers and invited then President Fatmir Sejdiu and Prime Minister Hashim Thaçi to sign it,[2] followed by some 150,000 people attending the manifestations on 17 February 2008.[6]

Repainting with flags of recognizing states ahead of the 5th independence anniversary.
The monument in Autumn, 2016 after the last repainting.

Weighing in at 9 tons, Newborn's dimensions are 3.0 metres (10 ft) by 24 metres (79 ft) by 0.9 metres (3 ft), set in DIN Black typeface. Newborn was the first large public monument to commemorate Kosovo's independence. It was built in ten days of round-the-clock work.[5]

"Newborn" was chosen as a single English word for the power to describe the birth of a new country, its positive connotations, ease of understanding by non-native English-speakers, and potential to present Kosovo as a new, contemporary, trendy country. The yellow color was chosen in combination with blue banners and the supporting slogans to represent both Kosovo's new flag colors as well as EU colors. According to New Kosova Report, the supporting slogans used during the unveiling were "NEW life is BORN", "NEW hope is BORN", "NEW future is BORN" and "NEW country is BORN", all presented in blue and yellow colors.[2]

International acclaim[edit]

The monument with the flags (suggested by Enis Hyseni) has won prizes in six major international competitions in design category. Silver Clio Award was awarded at the 49th Clio Awards Festival for motivating human behavior in significant ways, the prestigious Cannes Gold Lion was awarded at the 55th Annual Cannes Lions International Advertising Festival,[5] Eurobest European Advertising Festival Silver Award,[6] Golden Drum Grand Prix[7] and LIA (London International Awards) finalist,[8] all awarded in 2008, and The One Club Merit Award awarded in 2009. The re-painting of the monument was a selected finalist[9] at the 54th Clio Awards Festival in 2013.

The design work has also been used in books to illustrate the design process and project concept development,[10] as well as the use of FF DIN Typeface, although author of the typeface, Dutch designer Albert-Jan Pool, has stated multiple times that he condemns usage of his work in such circumstances.[11]

See also[edit]


  1. ^ "RITA ORA STAYS IN KOSOVO". M-Magazine. 10 September 2012. Retrieved 4 August 2015. 
  2. ^ a b c "NEWBORN, the symbol of Kosovo Independence". New Kosova Report. July 4, 2008. Retrieved March 29, 2013. 
  3. ^ Védeilhé, Antoine and Thomas Lecomte (March 5, 2013). "Live from Kosovo, the country which turned five". The European Magazine. Retrieved March 29, 2013. 
  4. ^ "Outdoor ads as monuments, sculptures, stunts, installations, statues — Government Of The Republic Of Kosovo: NEWBORN MONUMENT". Coloribus Creative Advertising Archive. Retrieved March 29, 2013. 
  5. ^ a b c Parpis, Eleftheria (26 May 2008). "Ideas That Inspire". Adweek. Retrieved March 28, 2013. 
  6. ^ a b "Eurobest 2008". Eurobest. Retrieved March 28, 2013. 
  7. ^ "Golden Drum Report" (PDF). Retrieved March 28, 2013. 
  8. ^ "Ogilvy Karrota: Awards". Ogilvy Karrota. Retrieved March 28, 2013. 
  9. ^ "Clio Awards Shortlist Catalog". Retrieved May 18, 2013. 
  10. ^ Gomez-Palacio, Bryony; Vit, Armin. Graphic design referenced : a visual guide to the language, applications, and history of graphic design. Gloucester, Mass.: Rockport. ISBN 1592537421. 
  11. ^ Stone, Terry Lee (2010). Managing the design process--concept development : an essential manual for the working designer (1. publ. ed.). Beverly, Mass.: Rockport Publishers. ISBN 978-1592536177.