Dias & Riedweg …and it becomes something else
Americas Society
2009

Artistic collaborators from Brazil and Switzerland, Mauricio de Mello Dias and Walter Stephan Riedweg present social and political topics using video and performance as their mediums. Their conceptual art exhibition …and it becomes something else at the Americas Society on Park Avenue in New York City called for a unique graphic identity.

The challenge is how one communicates a poetic title in a way that visually enhances the work on display. Our approach was to create a logo that complemented the transformational title. Experimenting with typography, we sent a condensed version of our font General through a metamorphosis from roman form to italic. The result is a logotype that could stand on its own as a work of art in a Fluxus or concrete poetry exhibition.