If you follow this blog, you may have noticed that we recently got a makeover. You may have wondered whether, from one visit to the next, you actually just witnessed the unveiling of the 2013 Carnegie International’s graphic identity?! And the answer would be yes. Yes you did, and you were among the first to see it.
The design was developed by Kloepfer-Ramsey, a graphic design studio in New York, established in 2010 by Chad Kloepfer and Jeff Ramsey. They work primarily with clients in the fields of art and architecture on print, identity, interactive, and exhibition-related projects. Chad and Jeff sent me this description of the design concept they’ve developed for us:
In working to establish an identity for the show we focused on two of the main themes: play and dissonance. These themes helped create a structure for thinking and form making, in devising a system in which various elements can be played with and positioned in terms of scale, shape, color, placement, and material. By creating a core group of visual shapes, images, and verbal cues the identity starts to take shape through the juxtaposition of these elements, almost like a mood board. Sometimes they come together in very formal, more aggressive arrangements, and at other times less rigid or more open-ended groupings leaving the viewer to make connections between the pieces. This strategy of groupings seemed to align with how the curators were thinking about the artists and their relationship(s) to one another. As the identity starts to react to the forms and content of its application throughout the show, and on the various materials produced, that diversity, or dissonance, is made concrete. Very little is seen as “off limits” for the possibilities of application, since in the end, this helps produce a richer, more varied experience. Overall, the identity is meant to provide a playful and informative counterpoint to the exhibited works.