Visual identity and exhibition catalogue for the museum exhibition "Inside Voices: Moroccan Contemporary Art in the New Millennium" which would ideally take place at The New Museum in New York City. The exhibition would showcase the art of contemporary Morocco in light of the political and social changes taking place in the Arab world since the beginning of the 2000's and the impassioned search to understand and express a modern and evolving Moroccan identity by the artists within its border.
The significance of symbolism in Moroccan culture cannot be understated and thus the colors, graphics and typefaces for this exhibition were painstakingly sought out to create an identity that would both embrace and project into modernity the traditional artisanal quality that Morocco is so known for in the West.
The large, rectangular graphic featured on the poster and exhibition catalogue is a Pseudo-Kufic, or a westernized version of one of the oldest forms of Arabic calligraphy, geometric Kufics. Using a strict grid and set of rules, I have created the graphic using the Arabic words for "Moroccan Contemporary Art in the New Millennium" to at once convey a sense of imprisonment as well as discovery and revelation.
The project includes an exhibition poster, 194 pg. exhibition catalog, and exterior signage and night-projection and interior displays.
Faculty: Stephen Serrato
