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| Author: Richard Baird | Filed under: Art and Design, Graphic Design Reviews | Tags: Brand Identity, Brand Identity Ratings, Branding, Branding Blog, Branding Ratings, Brochure Design, Catalog Design, Color Used: Fluorescent, Design Blog, Design for Cultural Institutions, Design for Print, Design News, Design Opinion, Design Reviews, Designed by studio fnt, fluorescent ink, foil blocking, fonts used: geometric sans serif, graphic design, graphic design blog, holographic block foil, korean design, material thinking, sans serif typography, spot colors, best design for print 2020, best graphic design work of 2020 , The best of 2020, typography |

Text by Richard Baird

Both Sides Now was an exhibition of works by the Argentinian contemporary artist Leandro Erlich. This took place between December 2019 and March 2020 at the Seoul Museum of Art. Erlich's installations use mirrors, reflective surfaces, water, and other materials to create optical illusions with the intention of changing familiar, everyday spaces. Studio fnt worked to develop an identity for the exhibition that creates continuity of surfaces by drawing on one of the artist's works to convey recurring ideas, suggestions and motifs found in Erlich's work. This combined super graphics and programs with posters, banners, digital displays and an exhibition catalog.

Details such as a strong graphic shape and focus (that of a pagoda from the legend), a holographic foil and distorted typographic elements characterize the identity of the exhibition. Read the BP&O test here. These have been interwoven to express the evanescence and subversiveness of a reflection or shadow, as well as the blurred boundaries between the material objects that make up our subjective experience. These ideas are further explored in the design of the exhibition catalog. Partial lacquer becomes a means of expressing the message of "incompleteness of recognition" in the artist's work. As the founder of Studio fnt Jaemin Lee explains: "The world we see is only shadows from light sources."

This publication contains a number of beautiful details that, just like the works of art themselves, create atmosphere and try to express things that cannot easily be put into words. There are techniques like contrast in the use of a dark cover sheet and a brightly fluorescent opening page and a holographic film that have an immediate material appeal, but there are also those that speak of something deeper. Waves of lacquer and the changing colors of the holographic microfoil above and below other elements imply something beneath the surface that is encouraged by showing through, and neat side and image tricks play with perception and alter the relationships of images as side becomes turned. See second picture from below. The catalog offers the owner the opportunity to deal more directly with the ideas of the works on display. The atmosphere of the room is permeated in and during the release.

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