How uncomfortable are you? That question isn't a very common one, it is in this project. I have always wanted to create a dynamic identity. And the best way to create one in my opinion is around an art biennale which was hosted at the NDSM-Werf in Amsterdam. NDSM is a place where lots of festivals and art exhibitions are hosted because of its urban surroundings it is loved by a lot of young creatives. The theme of the biennale is Uncomfortable Art, this direction of art is extreme and risky that's why it is either loved or hated by people.

The main goal was to create a dynamic logo that changes shape, direction, color and much more. The logo is based on ratings on how comfortable somebody is with the art. This is different for each person so the logo is different depending on rates as well. Fusing the colors to the moods makes it easier for the people to choose, because people relate a lot to colors.

Alongside the branding of the fictional event I created an app concept that would complete the experience of the biennale. This app serves as a remote to control the moods experienced by the art. Also it is designed to give information about the artworks and the event while there.  

Client
–

Year
2015

Tools
Photoshop
Illustrator
InDesign

Info
This is purely fictional and is not used for commercial purposes.