Practical Response - Exhibition Branding

Aim to create an identity for the exhibition in relation to my research project. The exhibition name evolved as the result of my research into traditional definitions 'author' which carried authoritative connotations. From my essay I established that, although authorship may not be a legitimate theory, the designer needs to carry authority and a reputation in order to be recognised. Therefor 'Au', meaning gold in the periodic table, promotes legitimacy, courage, wealth and prosperity which is desirable.

Based my sketches on the periodic table:

Helvetica was influenced by my research into Modernist design principles. The typeface was relied upon in order to achieve consistency and neutrality, therefor it is appropriate for my logo because it is highly legible on a range of scales but most of all it creates a neutral tone of voice. This is important because I do not want to influence the contributors response to the exhibition brief.

Stretched the form vertically in order create more authority:

Decided against experimenting with gold because the outcome would be printed using a laser printer to save costs and from previous experience gold looks more like a mustard brown. If I was to take this further into production, I would consider foiling the logo in order to achieve a professional standard.

Sarris proposes three premise for the theory of auteur to which he visualises through a circular diagram:


'According to Sarris, (Notes on The Auteur Theory in 1962) for a film director to become an auteur they must meet three criteria: ‘First premise is the technical competence of a director as a criterion of value. Second premise of auteur theory is the distinguishable personality of the director. Third premise is concerned with interior meaning.’

He also proposes that there is no prescribed course as to how the director (designer) passes through these three circles due to the fact that the role differs depending on the task at hand; 'a technician, a stylist and an auteur'.

This can inform the stamp or the exhibition branding so I mocked up a potential logo keeping simple but contemporary.