The International Committee of the Mediterranean Games will award the ICMG Order of Merit, to the internationally renowned graph designer Mr. Boris Ljubičić (CRO), creator of the timeless symbol of the Mediterranean Games, in a gala that will be held on June 29, 2025.

Boris Ljubičić, born on November 8, 1945, in Sinj, Croatia, is a distinguished Croatian graphic designer and painter renowned for his significant contributions to visual communications. He earned his degree in painting from the Academy of Fine Arts in Zagreb in 1968 and subsequently enhanced his expertise through professional development in countries such as Finland, Ireland, the United Kingdom, France, Italy, the Netherlands, Israel, and Japan.

One of Ljubičić’s most significant achievements is the design of the visual identity for the VIII Mediterranean Games, held in Split in 1979. His emblem—three white circles symbolizing the unity of Mediterranean countries across three continents—set against a deep blue background representing the sea, captured the essence of the region’s shared geography and cultural connection. This powerful symbol was later adopted as the permanent emblem of the International Committee of the Mediterranean Games (ICMG), becoming the visual foundation of all subsequent editions. In essence, the emblem visually embodies the ICMG’s official motto, “Sea Unites Us All”—a phrase that gives the logo its meaning in words and reinforces Ljubičić’s ability to translate identity and values into timeless design.

Beyond this, Ljubičić has been instrumental in shaping Croatia’s national visual identity, particularly through his innovative use of the red-and-white checkered pattern—which he reinterpreted from the historic coat of arms—as a unifying visual code. That iconic pattern has since become synonymous with Croatian heritage, emblazoning national teams’ uniforms and instantly branding Croatia as a modern nation through its distinctive, cohesive design.

In design terms, Ljubičić effectively branded Croatia as a nation—establishing visual consistency across sports, institutions, and public identity. His New Look Croatia project applied his checkered motif to logos, jerseys, print, TV, and more—embedding it into every facet of the nation’s self-representation . As a result, wherever the Croatian pattern appears, it signifies unity, history, and national pride.

16.11.2024., Zagreb – Boris Ljubicic, graficki dizajner.
Photo Sasa ZinajaNFoto