F U N D A M E N T A L S
Exhibition Identity / Final Major Project 2014
“Fundamentals” is the concept for a visual and auditory pop up exhibition. The aim of this exhibition is to celebrate classical music and it’s presence in popular
culture, in order to appeal to a younger target audience. Through iconic movie scenes, adverts, jingles, cartoons, pop music and snapshots of events that have
all utilised famous pieces of classical music, this exhibition aims to re-contextualise how we perceive this genre of music in our culture.
The concept of the exhibition was for excerpts of classical music to be played in various rooms during which silenced projections of movies/ adverts and pop music
that feature these pieces would be played simultaneously: Creating a familiar link between the music and its use in modern society. By relating classical music back
to popular culture Fundamentals demonstrates how we are unconsciously exposed to a subject we thought we knew little about.
The contemporary and evolving identity aims to convey the constant evolution of classical music through the ages, honouring its traditional foundations but also portraying
its more modern aspects. The 3 different F logos represent the 3 main era’s of classic music, I then developed the concept of filling the inside of the letters with the patterns
created from abstracted musical notation symbols, which I also used throughout the branding.
Deliverables included postcards and posters advertising the event, as well as a website and a concertina containing information about the event. I also created a publication
that gave more specific information about each song featured in the exhibition, giving information about its use in pop culture but also about it’s historical value and origins.
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