40th Split Salon

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Client: Croatian Association of Visual Artists - Split
Visual identity design / December, 2018

Photographs: D. Škrobonja, I. Klarić

In social context of Croatia and Split, it has become clear that artists are forced in challenging situations related to standardizing artistic existence within national and international living environment. Exhibition manifestation "40th Split Salon" took place in months preceding the first reading of the law to regulate important aspects of artistic existence in the coming period. Curators goal was to expand event in different exhibition spaces and cultural institutions that can relate to the theme on as many levels as possible.

Visual identity is based on the manifestation concept itself, thus allowing design of broad spectrum of events activities to form contrasts between artist's living and surviving dilemma. Different parts of manifestation were highlighted by diverse visual materials and typographic interventions, often with overview of connections between various artists in the course of time.

Visual identity uses custom typeface as flexible framework that can be easily applied to various formats and sizes at the same time entirely maintaining a recognizable visual code. "Survival" typeface was designed as symbiose of three most popular fonts in their period of time – Times, Bookman Old Style and Didot - to contemplate with the main question: What it takes for art to survive?

All visual material was afterwards organized in minimalistic form of catalogue to balance collaborative, participatory and artistic initiative of this years manifestation.