Crash
Visual Identity
Exhibition Design
Web Design
2023

Identity for an exhibition of a series of conceptual artworks exploring the relationship between language and music. The exhibition showcases the results of a series of instructional artworks that convert the sound of five instruments into strings of phonetic text. This text is then spoken aloud and transcribed again, until the translations finally arranged into graphic scores to be performed by musicians in the end. Recordings of the musicians’ performances are kept and sold on cassette tapes.

The design of the exhibition draws from the design of Fluxus and mid-century conceptual art from which the artwork takes inspiration. Typography includes a monospace serif reminiscent of typewritten artist instructions and a stark grotesk evoking 60s minimalism. In keeping with the didactic nature of the artworks, a simple numbering system plays a key role in the identity, acting as both organizational tool and visual hook. The restrained primary color scheme helps further distinguish each section of the exhibition, playing out over off-white backgrounds. This minimal palette refers to the muted restraint of the historical references, while feeling vibrant and contemporary.

Designer+Artist
Humberto Ochoa

Course  
Core 3: Topics

Professor  

Garrett Morin






Gallery Mockups





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