Biennale of Sydney Back to Projects


The brief for the 2004 Biennale of Sydney identity was challenging and had many requirements: The identity and marketing materials had to appeal to a wide demographic in an attempt to increase visitor numbers, while appealing to an existing art audience; It had to reference art and the discovery of something new and exciting; It had to convey the Curator Isabel Carlos’ theme for the Biennale – On Reason and Emotion; and it had to be simple and flexible so it could be applied across a range of media including signage, web, merchandise and print.

A  ‘sticky pink’ was employed as a chief branding colour and the ‘foldback’ icon designed to represent themes of discovery and duality. Typography and layout were simple and direct. The Reason/Emotion graphic added a playful dimension and was also applied to selected ‘art lover’ materials.

In collaboration with Stephen Goddard