Jonathan Schipper's Slow Motion Car Crash Exhibition Identity
Announcement Card, front and back
Announcement Card, inside
Window vinyl. View a time-lapse video of the installation on the Locus+ website: www.locusplus.org.uk
We were invited by Locus+ to produce the identity and materials for the installation Slow Motion Car Crash by Jonathan Schipper, commissioned in partnership with AV Festival.Read More...
Schipper’s work provides an alternative way of experiencing the world by slowing down physical events to almost imperceptible movement. This slow motion car crash sculpture is actually moving at a speed of 7mm per hour in a choreographed collision. With a dramatic inevitability that reflects our own mortality, over the course of the exhibition, the car is eventually destroyed.
Taking influence from the car, as the material of the installation, we started out using a standard version of Futura for the identity. The structure and geometry of the type reflects a machine-like efficiency with almost perfect circles, triangles and squares, and even weight strokes. This, we felt, reflected the technicality of the installation. To better reflect the delicate nature and fragility of the work, we adjusted the type. By reducing the harsh ends of the letter forms – for example, on the 'W' and the 'M' – we softened the type but still retained the geometric and systematic essence of the original. The strokes are thinned to a consistent size. The result is a more fragile, delicate version of Futura.
For the announcement card we used a material cast coated to one side and uncoated on the reverse. This mix was ideal in helping achieve a balance reflecting the installation – like the type treatment – of a machine-like perfection with the fragility of life. The exhibition identity was foiled onto the front (cast coated side) and the drawing of the car printed on the uncoated side, folded within the card and then revealed when opened.
View a time-lapse video of the installation on the Locus+ website: www.locusplus.org.uk