@ Art Festival Visual Identity

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The Living Pixels
Visual Identity

@ Art Festival is a brand new festival that took place in Beijing 2019, which is focus on “internet aesthetics”. It was welcome all fields of artists, galleries and art institutions who are specific in digital artworks to participate in, and easily enjoy arts.

Mention to the internet or digital arts, all information are made up from pixels. What if every single pixel have life? We tried to make a funny perspective to explain it. That pixels may have various formats (in appearance) instead of the original rectangle one. We captured 3 kind of formats such like point, line, and plane to become main graphic elements for visual identity of this art festival.

Also, these pixels are like living creatures. They wander around in the screen world when people not aware of it. Nonetheless, they will instantly return to the correct place while being observed and compose the information that people needed. The key visual presented the process of living pixels moving to the “@“. There’s a small window for observing. We wanted to catch the eyeball in a active way and deliver the name and the theme of the art festival at the same time.

The art festival included 7 parts of activities like market, exhibition, music lives, food court and conversation. So we developed different emoticon with particular color for each of it. The logotype still followed the pixel style, and the typography we chose a code font as a symbol of digital world.

It's flexible that we could replace the pixel formats with external partners' logo to well follow the visual identity. Every single frame could also be a static poster.