M2 Square Festival
Brand Identity, Typography, Digital Design
Brand identity for the art and design festival “M2 Square - The Potential of Limited Space” organized by the FdG in Stuttgart.
The FdG (Friends of Design) organized the M2 Square Design and Art Festival in Stuttgart in 2021 in collaboration with the ABK Stuttgart. Under the motto “The Potential of Limited Space”, designers and artists presented works that were limited to a square of 1x1 meter, i.e. M2. The appeal for the artists and designers lay in this strictly defined framework, which allowed visitors to view the works comparatively and comprehensively.
Bartholomaedesign created the brand identity for the festival. The aim was to express the freedom of the designers and artists within a square. The arrangement of tubes in a square created a letter system that could be animated as desired. This works in a similar way to a digital display and allows all letters of the alphabet as well as numbers and symbols to be displayed.
The logo for the festival, derived from this metric, square system, emphasizes the idea of a defined space. The tube system defines the brand identity and can be found on animated posters, banners, tickets, merchandise and the signage system. By choosing and combining eye-catching colors such as purple, pink, light green and orange, advertising spaces were designed and a signage system installed. The letters and symbols sometimes appear in groups and sometimes individually. They have a high recognition value, so that even just excerpts convey the CI look.
A website in desktop and mobile versions announced the festival and provided extensive information about the event. Tickets for the event could be purchased there. There was also a generator on a tablet that visitors could use to animate their own words in the grid and share or send them.
The M2 Square exhibition shows works of art by artists and designers that are limited to one square meter.
The design of a metric square grid system made it possible to create a typography specially designed for the festival.
The logo developed from the grid system emphasizes the idea of a defined space in which expression takes place.
The letters and characters sometimes appear in groups and sometimes individually. They have a high recognition value, so that even just excerpts convey the CI look.
The visual identity included posters, banners, merch in the store and a website for information and ticket sales. The typography was used in the brochures that provided information about the artists and designers.
A generator enabled visitors to animate their own words in the grid and, for example, share their name or a greeting in the form of an animated video.
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