Dothings’ bold identity for Future Fair uses type and colour to vibrantly celebrate collaboration
Following a three-year-long partnership, NYC-based creative agency Dothings have worked alongside local art show Future Fair to evolve its identity further, articulating the celebration of collaboration through vibrancy, type and, prominently, a folding corner motif – resulting in a vivid and optimistic aesthetic.
Used as a significant graphic motif, the folded edges of rectangles were implemented by Dothings to suggest the unconventional approach Future Fair has to traditional shows of its kind. Taking the familiar shape of gallery booths and subverting the silhouette to something more dynamic, distinct and contemporary. “The founders of Future Fair wanted to build a different kind of art fair,” Creative Directors Estelle Monteillet and Pierre Jean’heur tell us, discussing the context behind the shapely identity. “With that in mind, the original fair floor plan was carefully designed to enhance the synergy between the galleries and the flow of the visitors,” they recall, “instead of the traditional square or rectangular booths, every booth had an interesting and unique shape,” as mimicked by the identity’s signature forms.
The somewhat brutal compositional tension created through these folded edges is further mirrored and supported by the similarly sharp typography utilised throughout – with the studio opting for Beirut from Luzi Type as the primary typeface. “We liked the strong shapes and contrasts that resonated with our original concept and shapes,” Monteillet and Jean’heur explain, noting the use of Dinamo’s Favorit Pro as Beirut’s supporting typeface. “Favorit is a straightforward grotesque, perfect for any secondary messaging,” they note, “we like its rigidity that has subtle humorous touches,” adding, “the ‘R’ is our favourite (or Favorit) letter.”
Bringing together Future Fair’s identity is the poignant use of colour, harnessing a refreshing blend of bright, warm hues to highlight the content of the fair. “We were inspired by the colours of some of the artworks and selected a combination of five colours,” Monteillet and Jean’heur suggest, noting the appeal of orange as the primary colour. “Future Fair was the new kid on the block when we first started working on the project,” they conclude, “it’s young, fresh and inclusive, so we wanted to translate these characteristics visually.”
Beirut by Luzi Type