Substrate is a simple, but effective approach to the identity, that uses CMYK as the foundation of its design. CMYK links to the process of screen print and the primary colours that are blended together. The gradient is a combination of the cyan, magenta and yellow to create the idea of communities coming together for this exhibition. Similarly the circles represent the halftone pattern, and mesh relating to screen printing, and also the community of Leeds.
Substrate aims to achieve a contemporary aesthetic to complement the traditional prints.
The typeface choice of Circular Std, fitted with the repeated shape of circles, it was also a sans serif, meaning it fit with the contemporary feel. The categories aim to group the prints into Humanities, Science and Arts, with a colour referring to each. To conclude Substrate creates a modern, clean cut identity, to work best alongside the traditional prints within the exhibition and not to take too much attention away from these.
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