Archtober 2014

Brand Identity, Exhibition Design

Identity and exhibition graphics for the fourth annual festival of architecture and design in New York City.

Archtober highlights the city's most compelling architecture and design in a series of tours, discussions, exhibitions, and films sponsored by a number of collaborating institutions. Pentagram has designed the identity and exhibition graphics for Archtober 2014, building on the designs the team has developed for the festival since 2011.

In honor of the fourth year of the festival, the design features an abstract number 4, loosely inspired by the grid-based paintings of Piet Mondrian. The "4" design can be adjusted to fit a variety of applications, such as window decals, banners, and subway ads, as well as an animated version of the identity.

The designers extended the concept of scalable graphics to the Archtober visitors lounge at the AIA's Center for Architecture in Greenwich Village, which serves as the home base for the festival and its activities. A large "4" frames the storefront window, inviting passersby to look inside the lounge. A yellow, door-sized panel leaning against the lounge wall displays the numerical date and a smaller leaning panel features one of Archtober's 31 Buildings of the Day.

In the past, the designers have created eye-catching supergraphic calendars that run the length of the visitors lounge. For this iteration, the designers installed a series of small hanging cubes (yellow for the weekdays and orange for the weekends) that hold postcards printed with the date in large type. When the card is pulled out of the cube, the schedule for the day is revealed, with the Building of the Day on the reverse side.

New York
Luke Hayman
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