Newborn monument

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Newborn monument
NEWBORN Monument.jpg
Newborn monument, February 2008
  • Fisnik Ismaili
  • Ogilvy Kosova
Completion date17 February 2008 (2008-02-17)
Dimensions3 m × 1 m × 24 m (9.8 ft × 3.3 ft × 79 ft)
LocationPristina, Kosovo [a]
Coordinates42°39′38″N 21°09′30″E / 42.660539°N 21.158209°E / 42.660539; 21.158209Coordinates: 42°39′38″N 21°09′30″E / 42.660539°N 21.158209°E / 42.660539; 21.158209

The Newborn Monument (NEWBORN) is a typographic sculpture and tourist attraction in Pristina, Kosovo. [a] Located in front of the Palace of Youth and Sports,[1] the monument was unveiled on 17 February 2008, the day that Kosovo formally declared its 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] At the unveiling of the monument it was announced that it will be painted differently on the anniversary of Kosovo's independence movement day every year. The monument attracted the attention of international media reporting Kosovo's movement declaration of independence, and it was featured prominently on the front page of The New York Times.[4]


Newborn was designed and created in a collaboration between Kosovar designer Fisnik Ismaili and creative agency Ogilvy Kosova. Upon completion and approval of the design, the monument was created and installed in only 10 days.[5] Fisnik Ismaili graduated from high school in Kosovo when it was still part of Serbia. He went on to study at the University of Westminster and from Robert Gordon University, earning degrees in Computer Science, Corporate Communications and Public Relations. Ismaili returned to Kosovo after completing his studies and fought in a guerrilla unit of the KLA or Liberation Army of Kosovo. At the unveiling the monument was signed by the President and Prime Minister of Kosovo, followed by 150,000 citizens celebrating their independence.

Repainting with flags of recognizing states ahead of the 5th independence anniversary.
The Newborn monument in 2018, in commemoration of the tenth anniversary of the independence of Kosovo, with a "10" within the monument in place of the letters "BO"

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. The design was chosen for several reasons. It is a simple, easily understood and easily translated word with a variety of meanings. It represents the national pride that the people of Kosovo felt for earning their freedom and establishing themselves at the world’s newest state. The slogans that media outlets in Kosovo ran following the unveiling represent the plurality of meanings citizens found in the monument. These included: "NEW life is BORN", "NEW hope is BORN", "NEW future is BORN" and "NEW country is BORN".[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. ^ a b The political status of Kosovo is disputed. Having unilaterally declared independence from Serbia in 2008, Kosovo is formally recognised as an independent state by 97 UN member states (with another 15 states recognising it at some point but then withdrawing their recognition), while Serbia continues to claim it as part of its own sovereign territory.


  1. ^ "RITA ORA STAYS IN KOSOVO". M-Magazine. 10 September 2012. Archived from the original on 14 September 2012. Retrieved 4 August 2015.
  2. ^ a b "NEWBORN, the symbol of Kosovo Independence". New Kosova Report. 4 July 2008. Archived from the original on 6 February 2013. Retrieved 29 March 2013.
  3. ^ Védeilhé, Antoine and Thomas Lecomte (5 March 2013). "Live from Kosovo, the country which turned five". The European Magazine. Archived from the original on 2 June 2013. Retrieved 29 March 2013.
  4. ^ "Outdoor ads as monuments, sculptures, stunts, installations, statues — Government Of The Republic Of Kosovo: NEWBORN MONUMENT". Coloribus Creative Advertising Archive. Archived from the original on 16 November 2012. Retrieved 29 March 2013.
  5. ^ a b c Parpis, Eleftheria (26 May 2008). "Ideas That Inspire". Adweek. Retrieved March 28, 2013.
  6. ^ "Eurobest 2008". Eurobest. Retrieved March 28, 2013.
  7. ^ "Golden Drum Report" (PDF). Archived from the original (PDF) on December 31, 2010. Retrieved March 28, 2013.
  8. ^ "Ogilvy Karrota: Awards". Ogilvy Karrota. Archived from the original on December 3, 2012. Retrieved March 28, 2013.
  9. ^ "Clio Awards Shortlist Catalog". Archived from the original on August 28, 2013. 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.