Client
The Architectural League of New York
—
Agency
Pentagram
—
Services
Event Identity
Print
Illustration
Type Design
—
Industry
Arts & Culture
Architecture
Civic

Challenge

Every year, The Architectural League of New York hosts the Beaux Arts Ball, a themed evening gala that celebrates New York's architecture and design community. Each year the event is artfully planned around a developing or principal topic in the industry. Wit, art, and fashion rule the night. For this year, the chosen theme was the omnipresent “Less is More.” As there are no set visual standards for the events, developing the annual event identity presents a new design challenge.


Solution

Created at Pentagram under the mentorship of partner Michael Bierut, the identity does just what the theme says—it literally disappears. At a distance, the posters and invites appear completely blank. Upon closer inspection, the info becomes visible, and thus less becomes more. To create the concept, a custom dot-based typeface was developed and applied to the event posters, tickets, collateral, and interior graphics.


Share 
Twitter   LinkedIn   Facebook