The concept of the exhibition’s visual identity results from the ideas of craftsmanship, wear and tear and materiality. It is based on an ‘airy’ typography with big spaces between words, something that, besides making a direct reference to the title, manages to give the overall composition a sense of weathering and incompleteness, while part of the text appears somewhat handwritten. All the information, set up with a repetitiveness reminiscent of a knitting pattern, sits on a grid system (inspired by the above technique but also from the obsessive repetitiveness of the exhibition space’s murals), which also bears signs of wear and tear. A single colour was used in all the applications, a blue shade inspired by that of cyanotype (a technique that we encounter in the exhibition), in order to soften the sharpness of the compositions while giving an undertone of dreaminess. Finally, the sense of materiality is further enhanced in the printed applications through the use of uncoated papers with natural shades and texture.
