Masticate is a co-hosting event to bring artists and cooks with a single philosophy that food and art brings people together. With its interdisciplinary themes combining food, art and activism, the visual identity is to communicate an open structure and its experimental curatorial attitude.
When activism is masticate's core values, there is a tendency to develop a "no logo" approach. The challenge could be instead to not design a single logo for masticate, but multiple logos, one for each event.
It could be the whole word masticate or just an M. Most of the time the logos are drawn, they become more of signs than readable words. It functions as an identity partly because of the lack of a logo, and partly because of the other elements which are somewhat repeated, such as the layout grid system and the focus of the imagery or theme placed in the middle. This approach allows endless possibilities to combine hand drawn or digitalised typography with artists’ impression of work.
A visual identity resulting in flexibility and experimental attitude.
Concept+Design - Evey Kwong
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