Desert X
Desert X

Desert x

Brand Launch

branding
design
logo design
a modern identity for a contemporary biennial exhibition in the coachella valley

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A play on scale•Vast in both its ambition and geography, DESERT X is the biennial exhibition of original, site specific artworks spread across the Coachella Valley.

Curator Neville Wakefield sees this desert expanse as a stimulating canvas in the way it prompts challenges for artists. Working closely with Wakefield, we developed the exhibition’s branding then around two central themes: control vs. nature.

logo + grid system
Inspiration•The DSTX logo took its cues from the abbreviated language used in industry. The signage found on train freight, shipping containers, and in airports. It is both utilitarian and minimal, like the desert itself.

We also utilized a strict grid system, a nod to the geometric layout of Palm Springs, and the wide dispersal of the installation sites. And because the act of finding the art is so important to the experience, we play on a treasure map where X marks the spot and coordinates become our language.

identity
Signage•Here we utilized two approaches. The first was based off the vernacular of traditional road signage. Metal embossed plates on simple steel posts. The second was using mirrors, creating a signage system that almost disappeared into the environment. In both cases, we created solutions that felt unobtrusive, and very much part of .
the experience continues
A global presence•Originally conceived as a site-specific exhibition, DESERT X has not only become a biennial exhibition, but a global one, with DESERT X AIUIA in Saudi Arabia as the latest location. Connecting desert communities and cultures through contemporary art.
social + digital

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Amala

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Digital

Kept

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Brand Identity