2013 IDENTITY EXHIBITION

TITLE: BEING
CLIENT: STOREFRONT FOR ART AND ARCHITECTURE
ABSTRACT: a logo with a pulse: Identity system for the 25th anniversary exhibition at the Storefront for Art and Architecture




We collaborated with the Storefront for Art and Architecture, for their 30-year celebration show, titled Being. The show was an experiment about “being” Storefront in the form of 9 actions. Our challenge was to create an identity that was alive, and we created a typographic form that had something like a pulse, with an on-beat and an off-beat.


The identity is both a rational, high impact graphic that is clearly legible, and also a chaotic graphic form whose extreme instances melt into abstraction. The pulse appears in the print work in randomly selected words within the various program texts. The identity maintains readability and graphic impact, and allows for unique variations to occur. Our black and white palette reduced the message into didactic form alone, and highly contrasted the pink, fleshy architecture of the show.



We designed a limited-edition print guide to the exhibition. It used Ultraviolet inks to make the piece come alive only when in the black-light lit areas of the gallery.


Newsprint broadsheets were designed to catalogue the show, and to announce the related conference.  The poster side of the newsprint featured clusters of 3 images (archival, object and environment) that relate Storefront events to each of the nine verbs the exhibition used to express the idea of “Storefront-ness.”


For the exhibition we designed limited-edition Queen duvet set and pillows for the waterbed that appeared in the show. It uses rejection letters of failed grant applications from Storefront’s history— displaying all of the failed ‘dreams’ of past Storefront directors.


designed with Megan Feehan 
EXHIBITION DESIGN BY BitterrangFarm


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