Ars Electronica Institute is a cultural institution based in Linz, Austria, focusing on the intersection of art, technology, and society. For this project, I tried to create a dynamic visual language and revitalize the visual identity of the Ars Electronica Institute, amplifying its connection to the vibrant world of digital art, media culture, artificial intelligence, and their impact on human life. The project aims to develop a new identity system to apply in versatile contexts for the brand: modular typeface, print, web, mobile, collateral, creative coding, and spatial design.
The core of creating a visual language for this project is to capture digital creativity. The new logo design was inspired by the advancement of technology, highlighting the shift towards a digitally transformed future. The rotating movement of the circular shapes symbolizes this transition to the future, and the negative space within the circle represents the letters A, E, and I. The modular typeface is created from the logo mark. The entire typeface is made in the grid system as a skeleton that can adapt various screen sizes and orientations, ensuring consistency across the platforms. The typeface is used for overall identity to show solid brand visual language. The repetitive image layers create a depth to indicate many datasets from technologies and artificial intelligence.
This project successfully shows dynamic visual identity to highlight the entity’s content with various media. The new Ars Electronica Institute identity system embraces digital transformation in human life through modular typography, creative coding, and cohesive graphic languages.