Page 121 - Indigo Design Award 2019
P. 121

UC BERKELEY TDPS “HIDDEN INITIALS” WALL DECAL
L.S. Boldsmith
Design Director: Leila Singleton Silver in Typography
The Department of Theater, Dance, and Performance Studies at the University of California, Berkeley, shares a building with other departments; they wanted to distinguish the hallway outside of their office with a commanding 3.7 x 39.3 ft (1.12 x 12 m) vinyl wall decal. The wedge shape of illumination cast by stage lights is a key element of the client’s brand aesthetic, so it inspired the decal’s geometric, abstract design. Underlying the artwork is a grid of small triangles, which are grouped together using colors from the client’s brand palette to create larger shapes; among those shapes are the department’s initials: T, D, P, and S. Hiding the department’s initials in the decal makes them subtle enough that there is no conflict with the University’s corporate typeface. Blending them into the decal also helps the piece come off as art rather than a prosaic branding exercise; the letterforms are an Easter egg for observant passersby.
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