Pavilion Without Walls, as part of the Performa Biennial, spotlights a selected country by showcasing its social, geographical, and political landscapes. The program brings both emerging and established artists from that country to New York as part of the Biennial’s programming. For this rebrand, the focus shifts to South Korea, highlighting prominent performance artists and exploring the country’s rich history of performance art as a tool for protest and experimentation.
The custom logotype emphasizes the program’s mission of spotlighting a country and celebrates the collaboration between two locations. By reconstructing the Roman alphabet through the Korean alphabet (Hangul), the logotype reflects Pavilion Without Walls’ goal of expanding performing arts in an international context.
The custom logotype emphasizes the program’s mission of spotlighting a country and celebrates the collaboration between two locations. By reconstructing the Roman alphabet through the Korean alphabet (Hangul), the logotype reflects Pavilion Without Walls’ goal of expanding performing arts in an international context.
As a parallel to the idea of Pavilion Without Walls, I referenced the Korean architectural style of a pavilion as a graphic element—expanding and reducing the weight to create a dynamic illustrative element that can be applied to various printed material.