Inclus*20095 - Performing Art Festival | Brand Identity
Brand Identity, with Atto Studio.
My research for this project started initially from a whole series of artists and collectives that dealt with the idea of recycling of images (or pixels). I ended therefore inevitably to come across all that is the imaginary Glitch and Dirty New Media Art, but also the aesthetics from the Mutoids, and from all the visual culture of the TAZs and - finally - starting from all this underground context, I arrived at the Punk-Queer Fanzine from 90s (in the specific to “Speed Demon”) having purchased some originals. I thought that this kind of aesthetics was the simplest and most natural solution to represent this festival, in order to its values.
From here, the use of such few colors, but very incisive, and the design choice to use a special paper - a coated fluo green paper - which recalls this type of aesthetic mentioned above. This makes the same color scheme an iconic and recognizable element of the festival identity. And from here also the use of distorted and manipulated typographic characters. I used Avara, an absolutely suitable and inclusive font, since it was distributed by an OpenSource fonts foundry (velvetyne.fr) in 2011, and belonging to a family of transitional Serif “curveless” books. The asterisk I used as a logo is a “metacharacter” or “Jolly”: inside a string, it does not represent itself but a set of other characters; it’s also a symbol of something missing or hidden. I tried to design it as dry as possible, geometrizing it with the same criteria of Typography.
