BMD was commissioned by NAi to develop an identity program that would offer designers maximum freedom for interpretation and experimentation. We created a standard yet flexible identity able to maintain consistency while communicating the diverse activities and ambitions of the NAi.
BMD developed the logo by projecting the image onto a range of different surfaces and materials. The projections, with their dynamic contours, achieved a sense of movement and transformation. The color strategy was inspired by Gerhard Richter’s painting, 1024 Farben, (1024 Colors, 1973). The result is a fully kinetic identity program that reflects the complexity of the NAi’s program.