Brand Identity and motion graphics
Architects love books, and the Storefront for Art and Architecture celebrated this passion for publishing at its Spring 2018 Benefit, presented at the New York Public Library on May 7. Pentagram's Natasha Jen and team have designed the identity and motion graphics for the event, which centered on the theme “LIT,” a play on the abbreviation for “literature” and the slang for “intoxicated” or “exciting,” perfect for a party. The event also served as the launch of the first New York Architecture Book Fair, a new initiative by Storefront.
In the identity for the benefit, kinetic fields of black-and-white typography move through a bright red line that suggests the gutter of a book. Arcing on page-like curves, the type creates an illusion of dimensional depth and is set spinning in motion graphics.