In Your Face — A vibrant visual identity for an unsual photography exhibition

“In Your Face” is the second contemporary photography exhibition of Scope Hannover. The exhibition, which brought together the work of international photographers, offered new perspectives on different familiar themes through an unusual and provocative approach to photography. Going beyond stereotypes, the powerful images of the exhibition challenged perceptions; seduced or disturbed the viewers.

Ilina Catana developed for and with the design studio ItYt the visual identity of the exhibition. The project included the design and production of posters, flyers, window lettering, bags, a catalogue and the exhibition website. The visual identity reflected the direct, insistent and unadorned nature of the exhibition. A radical and experimental typeface, BRRR by Swisstypefaces, was chosen for the logotype and headlines. It was paired with a serif typeface, FF Scala by Martin Majoor, for the body text. The combination of the two sharply drawn fonts creates a distinctive and bold visual identity.

The vertical and compact logotype of the exhibition was developed using the acronym “IYF” of the exhibition’s title “In Your Face”. The use of this vertical axis became a particular characteristic of the layout and was extended to the various communications materials. The irritating layout of the catalogue and the flyer plays with contrasted white spaces. The texts move to the edge of the page format and the images are nested in the texts.

Scope
Brand Identity
Web Design
Merchandising

Art Direction
ItYt, Kiriakoula Kremantzouli, Melanie Rosenauer

Design

ItYt, Kiriakoula Kremantzouli, Melanie Rosenauer
Studio Catana