ICAD Upstarts brief 06: The brief was to rebrand the Irish Museum of Modern Art. The logo was to encourage intrigue and get people talking. Through the pattern of the letter forms, an abstract zigzag became the mark. When twinned with the type, the zigzag can be read, but looks initially like a puzzle. It sits with the type both formally and also in a more playful manner. Through this formal and informal relationship, the type and logo can be representative of both framed pieces and installations. The logo gives great scope for the development of catalogue covers, banners, signage etc.

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