En Residencia

Category Brand Design
Client Safle/ Mes:a/ R.I.P.E/ Chapter
Agency / Designer Smorgasbord

Brief

The brief was to devise a logotype, wayfinding graphics, exhibition branding and subsequent trilingual publication for ‘En Residencia’, a performance art event organised by The British Council at ‘El Universidad de Laboral’, Gijon in Asturias.

Result

“The branding was an integral part of the ‘En Residencia’ site responsive experience. The bold, dynamic presence of the signage graphics juxtaposed against the harsh architecture and strewn furniture – adding another dimension to the overall visual impact of the work. Post project it was important to encapsulate ‘En Residencia’ and I feel the catalogue succeeds in cementing that legacy in a rather unique and powerful way”. Marc Rees/’En Residencia’ Curator & Creative Director

Solution

We arrived at our solution as soon as we set our eyes on a roll of fluorescent orange gaffer tape! This informed the brand rollout – allowing us to create a bold and flexible signage system within a somewhat tight budget. The logotype is based on a re-drawn stencil version of ITC’s ‘Grouch’, and ‘Didot’ is used for the catalogue’s body copy. Warren Orchard was commissioned to document the event and his elegant and minimal photography provides the perfect foil to the bold signage and typography.