Simon Davies, Fotomuseum Visual Identity, Design Process, 2018 09.02. – 22.04.2018 | online


In 2015 Fotomuseum Winterthur initiated a repositioning process and commissioned Simon Davies to create a new visual identity that would reflect the changes of the institution. The design process that took place and eventually led to the current design is here made visible for the first time, illustrating the diverse issues that lie behind the infrastructure of a photography museum of the 21st century. The conceptual explorations of designer Simon Davies reveal questions about engaging with the changing nature and understanding of photography as well as current transformations of cultural institutions. No longer a stable and fixed entity, Fotomuseum’s new logo productively embraces the notion of instabilty as photography expands and the museum changes its cultural role. Furthermore, the provocative yet playful approach challenges a normative understanding of what can constitute a logotype, what is the role of the image and its relation to text, and ultimately the many layers of meaning that are contained within photographic media.

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Kindly supported by Art Mentor Foundation Lucerne.