DESIGN is VITAL

Visual Identity - Hypothetical AGDA Exhibition (2022)

Design is Vital; it is being energetic and alive. The visual identity employed these definitions of vital in its aesthetics and graphics elements. Design is vital and resembles the same concept of being passionate, expressing excitement and putting energy into the project which advances and motivates the process and designers.

The visual identity surrounds the abstract drawing of a human heart, conveying the literal meaning of vital and complimenting the idea of excitement with a pounding heartbeat. The dull red colour not only represents the blood-boiling expression of vitality but also conveys the idea of veins, blood flowing into the organ (Smith, n.d.-b). Meanwhile, the sub-identity as still logos of the human heart and other graphic elements promote the opposite of passion. The inverted colour of red is used for the secondary identity – blue symbolizes serenity and consistency; bravery and dedication (Smith, n.d.-a). The use of blue emphasizes on bravely taking the first steps, devoting to a long and slow design process fueled with passion.

In addition, the unstructured continuous line used for the illustration represents the changeability of the design process and the visual expression of liveliness and enthusiasm. The visual identity throughout all its implementation features the continuous lines to leave the pages, which represents the nonlinear, erratic aspect of the design process and the tendency for initial ideas to morph into something different entirely, proving that design could be irregular and unpredictable, just like life itself.

Furthermore, the main type used for the visual identity was created to complement the continuous line aesthetics and the concept of vital, using the same method as the heart illustration. Yet, for readability, other headings and body texts use a rather structural form of font.

The contrast between the red and blue colours alongside fluid and structural forms represents the concept of Yin and Yang, symbolizing the chaos and order in life and nature.