Performa 17

Identity, book & collateral

For the 2017 edition of the Performa New York per­form­ing arts festival, I worked with Barbara Kruger — a par­tic­i­pant in that year’s festival — to take her iconic style and craft it into the identity.

One of the things we wanted to explore is where per­for­mance can intersect with elements outside the norm of the medium, and with graphic design and language in par­tic­u­lar. Thus, “Performa” is visually split into syllables, almost reflect­ing a diagram to speaking it out loud in rhythm: “Per” — “for” — “ma.”

Carefully cropped repeating logotypes were applied to col­lat­eral such as the book and posters, allowing for easy large-​scale branding of the various per­for­mance spaces (many of which were temporary) using existing materials.

Repeating diagonal patterns were also applied at a micro level through­out, using the 57° angle of the italic “7” as a guide, adding an addi­tional axis of motion.

Text-​level type was set in a special cut of Futura by Elsner+Flake that offers many subtle typo­graphic amenities not present in the “standard” Futuras, allowing for a quiet and crafted interior in materials like programs and the book — and giving space for the primary logotype to shout loud and clear and bright.