Francis Picabia: Our Heads Are Round So Our Thoughts Can Change Direction(concept not actualized)
Picabia mirrored the style of his contemporaries for most of his career as he adapted to the changing art movements of the early
An audience-focused typography exercise takes the form of an identity concept for Francis Picabia: Our Heads Are Round So Our Thoughts Can Change Direction which ran at MoMA in spring 2017. His exhibition identity concept was created for the Parsons Advanced Typography class taught by Kevin Brainard; this identity encompasses posters, environments, and collateral.
The graphic system conveys MoMA’s focus on Picabia’s mastery of mimicry and a man of the moment by using reflective materials, variable type, and fluid forms that blend from one composition to the next.
When posited side-by-side, the posters act seamlessly as an infinite banner.
the exhibition space
Graphic elements like the ribbons act as visual connectors and wayfinders for the exhibition space wherein the direction of the wall-printed essays changes throughout, right-to-left or left-to-right.
In the original exhibition text, the authors point out how particular paintings have multiple drafts layered underneath them, some of them with entirely different compositions. Indeed, toward the end of his career Picabia developped his own signature style by layering multiple transluscent paintings together.
The design of the catalog draws from this idea.
This project is featured in Teaching Graphic Design, Second Edition, edited by Steven Heller, 2017︎, per Kevin Brainard’s class on Advanced Typography.
branding, poster, exhibition design
New York City