This project is an identity system for the Comm Des 4: Identity Systems class at ArtCenter College of Design. Annenberg Photospace, opened in March 2009 in Los Angeles, is a cultural destination dedicated to exhibiting both digital and print photography in an intimate space. The space features state-of-the-art technology as well as traditional prints by some of the world's most renowned photographers and a selection of emerging photographic talents.
Logomark Environmental Application
Letterhead & Business Card
Press Release, Envelope, & Pamphlet
Exhibit Brochure & Ticket
The identity system is inspired by the traveling of light in photography. Hence, different shades of black, white, and a vibrant flood of yellow are used in the color palette. The yellow represents the light, while shades of black and white acknowledge the relationship between light and shadow in photography.
The visual of this project consists of the dynamic application of the logomark. The logomark, which is in the form of the letter 'a,' represents the gesture while taking a photo, and the negative space that forms a rectangle within the mark symbolizes the positive and negative concept in photography. The notion of seeing photography as capturing a specific time and space also comes into play. The logo mark, therefore, serves as a framing device for images to be placed in the rectangular area, which signifies 'capturing the spark' as well as 'framing the vision.'