This project was completed in 2022 as a student project developing a brand visual identity for a fictional art exhibition with a focus on generative art. In order to accurately capture the nature of generative art, it was important that the identity was fluid and malleable.
DEVELOPMENT
Stylescapes were developed to explore the ways typography could be generated. There was a focus here on exploring ways the branding could reflect the nature of the art. The final block based design was selected because it enabled a system that could be build as rearrangeable blocks as well as the possibility to apply over images or video of art pieces, allowing them to show through and become part of the brand system.
Educe means to develop the latent potential of something, or to infer from data. This dual meaning was a perfect fit for the exhibition theme.
A variety of blocky type treatments were explored. The focus here was to find a balance between something legible because the word is unusual and something solid enough to show artwork through.
A variety of blocky type treatments were explored. The focus here was to find a balance between something legible because the word is unusual and something solid enough to show artwork through.
BRAND GUIDE
The final design is a brand system comprising of a wordmark and series of elements derived from their shapes. The system is designed to function in a grid of 2x3, 3x3 or 5x5.
It is a versatile system that can be animated in digital contexts.
It is a versatile system that can be animated in digital contexts.
The wordmark and elements only appear in black and white or in the 'art window' configuration, allowing the exhibitions pieces to show through. The letters must always appear in reading order, but can be separated by the brand elements.
APPLICATION
A three phase marketing plan was developed which introduced the exhibition over time. In the first phase, the wordmark is static and linked to ACMI the intended exhibition host. In the second phase, dates are given. The third phase occurs during the exhibition introducing specific artists that are participating.
As the phases progress, dynamic designs are introduced where the brand system introduces movement in digital contexts. Ideally this would be developed in some spaces to be reactive to viewers walking past digital billboards.
