Spot the Difference

At the back of the cover of the JUL Platform we see clearly stated: "concept and design of the front cover Re Vision". The poster of the above mentioned agency, however, can be seen on page 21 of the book Best Of Graphis - Poster, published in Zurich 1993 (Copyright by Graphis press Corp.). The design was signed by Mendell + Oberer.

Further differences follow. The covers of the JUL Platform are essentially narrower than the poster, the color scheme in which they were printed is somewhat darker, certain faces appear a few times, some on different places, and certain segments are transferred from the left to the right side. The difference exists in the photographs of the dogs: those from the poster of Brigitta Hughes, Casting are not to be found on the covers of the JUL Platform. Otherwise, all the others are, more or less, present: mainly white men, women and children, with a sprinkling of black men and a few Hindus and Arabs.

Marketing experts are united in the belief that the goal of the Brigitta Hughes, Casting poster is to show that this agency can provide practically any face which corresponds with a client's needs. When dealing with the wishes of JUL, opinions are divided.

The first group claim that JUL wishes to stress its mass numbers, its large membership and their just battle against racism. The photograph which falls off the last line is to show that only one man needs to join up before all become JUL members. More precisely: that this party can secure that all people become its members or vote for them. According to the same people, dogs were thrown out due to daily political reasons (so that evil tongues wouldn't claim that JUL support Pit Bull Terrier breeding and dog fights), as well as that they have nothing to do with the noble love of animals which every true and honest leftist feels.

Finally, certain opinions exist of those who are not burdened with daily politics and ideology. According to them, the goal of the covers and poster is a clear demonstration that this party shall not stop at anything in keeping with the slogan of Mr. Slobodan Cerovic, president of the JUL Belgrade Committee: "Pretty, beautiful - JUL". Proof is seen in the photographs of wonderfully built bodybuilders, on the poster as well as on the covers.

Regardless of the conflicts, political marketing experts are mostly pleased. Those who are acquainted with copyright mechanisms, however, are already calculating: how much can the authors of the poster demand, how much the agency for which it was designed, how much each face on the photograph whose rights are protected by it...