OPEN AIR // GRAPHIC IDENTITY

OPEN AIR //

WHERE VIDEO MAPPING MEETS CIRCUS

WHAT IS?

Open Air is the graphic identity and visual expression of the video mapping combined with a vertical acrobatic dance show.

The concept explores the unifying plasticity of togetherness and freedom between the organic movements of several individuals in regards to an abstract and surreal surface, almost invisible to our nave eyes like to serve atoms or microparticles, observed under the light of a microscope. A dialogue between an abstract and a physical state.

WHAT INSPIRED US?

With the world closing down, we needed to find solutions that go against the absence of creation and sharing with others. It is in the context of this reflection we decided that since we were all left in a standstill and fluctuating in time the best would be to go for an experience where everyone would be (even if metaphorically) suspense in the air, in time, in fantasy and floating in the air.

The graphic identity and visual expression awaken instantaneous connections and sensations felt immediately through abstract shapes that are also dynamic, organic, disruptive, nomad, adaptable. A language of fragments that are dissonant, heterogenous, transversal, surrealist, unstoppable; lines and compositions that transform themselves into an immersive illusion between invisible to visible ones using 2D and 3D drawings, typography, colors, textures, and compositions, inside a realm in a spectrum of semi-optic between art and technique for a better communicative interpretation. Openness, impurity, and intensity.

The typography selection is an aesthetic, formal, functional, futuristic, and idealistic interpretation of a three-dimensional envision of the possibilities ofthe logo to be created. Barrett Reid- Maroney's Oasis is our choice for the font. This typeface has the presence of movement we need to develop the symbiotic between the identity of the overall concept to communicate.We concluded that it could not be static and straight, but it had to be a combination between straight and round, sans serif and for exhibition. Organic, elastic, and with transformation potential, versatility, and dynamism to reach all senses of age and culturally diverse audience.

The grotesque as a preeminent DNA in the construction of elements as glyphs, gradients, 3D shapes, textures, compositions, and animations always respect the assumption relative to the artistic concept of movement, union, liberty, and plurality.

The gradients are one of the main elements of visual graphic expression that responds to the artistic concept of movement and togetherness. Through the colors and identity, the formal dynamic can provide feelings of plastic elasticity, and organicity.

Glyphs are another complementary element of the graphic identity respecting the artistic concept of movement, togetherness, freedom, and plurality. They are versatile and mutable and easily applied, and they also bring a graphic expression’s uniqueness.

One of the most demanding biggest challenges was the 3D elements in combination with the technical specifications of video mapping, together with the robotic part (performance of vertical dancing). They are two areas with characteristics full of specific and challenging technological components, in their three-dimensional operation, between space and time, especially when working with different components at a formal level, such as textures, shadows, and reflexes. The result is the symbiosis of an artistic, expressive, in motion affirmative voice, without artifice, that breaks with any classical or modern channel assuming all of us. Creating three-dimensional shapes resulted in perfect symbiosis with the show. Translating visually various microscopic materials.

The exploration of applications was defined and designed following Open Air’s visual expression and was applied in different situations- from T-shirts to posters.