Finnish studio Werklig honour the art of optical illusions

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Published:  February 2, 2015
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The brief was to create a visual identity for Victor Vasarely’s “Optical Paintings”, which was the feature 2014 autumn exhibition at EMMA (Espoo Museum of Modern Art). For the exhibit, Helsinki-based studio Werklig wanted to create a visual identity that was “deviant from tradition and gave the experience of optical art itself.” Additionally, the identity had to draw more attention than the artwork.

“It is always challenging to create the correct visual representation when you are designing for an individual artist’s exhibition,” the studio explain. “The identity cannot be a poor copy of an artist’s work or methods, but at the same time it has to accurately represent the art being displayed and the art experience. The visual identity of the exhibition is the first touch a viewer gets and is a part of the exhibit experience, so it has to be clear and distinct in relation to the art being displayed.”

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Wanting to keep things simple and consistent, it was important for the solution to be able to survive in a modern and diverse media environment — it had to “comply with different shapes and media platforms across print, television and social media.” The identity helped EMMA to take their first steps in social media marketing, where Werklig’s curated direction played a vital role.

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It was also integral to take in account EMMA’s own visual identity and “bolster the already established image of the museum.” The studio created a look that feels as if it’s “created from EMMA’s current visual elements: a black and white color scheme, the black block and the geometric shape of the logo. By doing this we made sure that the identity of the exhibition did not become separate to the museum’s look.”

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http://www.werklig.com/

 

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