ArtLab - A responsive identity for a dynamic exhibition space
By definition, Artlab is “an atmosphere for creativity and an outlet for thought, where new ideas have the potential to inspire and challenge convention. Art, design, image, words, product, culture. A forum to voice the conceptual and to showcase the progressive. Experiment. Make a dent. Artlab.” The mandate of the gallery was to showcase diverse work across a wide spectrum of media, developed across disciplines. The space also functioned broadly as a social space, gallery, and shop for designers and artists to sell products of low production runs.
A rigorous exploration was conducted whereby traditional notions of what constituted identity design was challenged. I proposed the concept of an “80 / 20” rule whereby 80% of the identity would be in continual flux and change, while 20% of the identity would remain consistent. I developed a large series of typographic configurations of the wordmark, set in countless types, many of them custom designed. The concept proposed that type usage would change for each exhibition based on the nature of the artwork on display. This strategy centrally positioned exhibited artists as the inspiration for generating new versions of the gallery identity. A simple “A & L” were then designed within connected rings, serving as the only consistent elements to appear within the design program.
The dynamic identity system conceived, developed, and implemented for a space of art, design, and idea-sharing communicated clearly the core values and interests of the gallery. The concept was continually expanded as screen-printed posters, printed ephemera, and marketing materials were collaboratively produced with community members from both art and design communities. I designed exterior gallery signage in order to be produced by local signage producers Wilcox Sign Company. The resulting concept and collaborative methodology produced a continually changing identity that responded to the culture exhibited within the space.
