APT 2002 Asia-Pacific Triennial of Contemporary Art, Brisbane, Australia : Report

GRAPHIC DESIGN - LOGO, EXHIBITION + KIDS’ APT BRANDING OVERVIEW Exhibition branding has played a critical role in positioning the APT to its target audience and was able to be expanded to provide a total visual experience for adults and children not accustomed to visiting the Queensland Art Gallery. The strong visual form of the APT 2002 graphic, the evolving colour schemes, the expansive, multi-faceted ‘wallpaper’ pattern and the creation of ‘Bug Master’ all combined to identify this contemporary art exhibition as vibrant and complex, effectively positioning the exhibition and the Gallery in the marketplace. This overall branding, as part of a strategic advertising campaign, enabled the Gallery to attract a vast and diverse audience to its most ambitious contemporary art project. APT 2002 LOGO The brief for the APT 2002 brand stipulated the design of a versatile, cross-media visual strategy that would be indicative not only of the exhibition’s new curatorial direction and content, but also the sense of ‘event’ that is infused into any Asia-Pacific Triennial. Specifically, the APT 2002 graphic needed to be sympathetic to a wide range of applications – permeating a range of print, electronic and installation design. Initial stages of the project comprised of extensive visual research, exploring the contemporary graphic styles and trends of the Asia-Pacific region, most specifically Japan. This research resulted in the identification of two key graphic elements – angular shapes and forms and geometric type. These elements were then synthesised into a graphic that combined each letter of the exhibitions abbreviated title with an angular block module. These modules were then fused together into a singular shape, giving the graphic both a two and three-dimensional feel. The play between solid and flat is further accentuated by the punched out numerals. WALLPAPER To facilitate the integration of the graphic into the exhibition branding, a system of colour filtration was developed. Pink and orange, blue and green were given tonal changes whereby a range of colours was created and grouped together to form a unique colour family. This system allowed for the colour scheme of the entire brand to be adapted creatively to various contexts within the exhibition in the promotions campaign. Taking the three-dimensional modular forms from the graphic, a kaleidoscopic pattern was developed. This ‘wallpaper’ device provided the same versatility of colour and usage as the logo graphic, and took on the identity of the exhibition when used in isolation. This device was used in all print material but most noticeably in television commercials, exhibition furniture and display treatments. KIDS’ APT + BUG MASTER The exhibition’s graphic suite included a complementary brand for the children’s program Kids’ APT, and was incorporated into a range of activity-based graphics for the two week Kids’ APT ‘Summer Spectacular’ festival. An identity was required that would embody a child-like curiosity, friendliness and wisdom. ‘Bug Master’, the Kids’ APT mascot was inspired by Japanese ‘manga’ characters – this style of animation being already familiar to the target audience. The oversized head and reduced body proportions are typical of this genre. Concept drawings were based on the grasshopper, a recurring symbolic insect within Asian culture. It became obvious that the grasshopper was too realistic, that no single insect could embody the brief. A softer feel was required, something more rounded, playful and fanciful, a hybrid insect with a human- like form evolved. This new blended character was more ‘child friendly’. The simplicity of the chosen form was more versatile in its movements and allowed for its easy adaptation to a variety of graphic and digital material. ‘Bug Master’ was illustrated performing over forty children’s activities – from hula dancing and kung fu to blowing bubbles and yoga – in poses that essentially replicated the human form. Subtle graphic details were an important element in the design process, anchoring the ‘Bug Master’ to the exhibition identity. The wings mirrored the geometric modules of the APT 2002 logo and the year configuration was added to the Bug’s wing tips as a decorative element reminiscent of beetle markings. The colour of the wings are derived from the exhibition’s tonal palette. Black was chosen for the body as it allowed the large eyes to be an expressive focal point, creating an instant affinity with the character. The Gallery went one step further with this graphic element and commissioned a three metre high costume that literally brought ‘Bug Master’ to life during ‘Summer Spectacular’. 35