In 2004 the Centre d’Art Contemporain Genève commissioned us to work on their visual identity. Our first proposition was to declare 2004, the year of their 30 anniversary, as the year of their "midlife crisis". The idea was to reassess their rigid visual identity, document by document, throughout the year.
We experimented different possibilities, in order to decline a new identity. The only rule was that there were no rules. This approach made it possible to break free from what previously existed and brought new solutions to graphic problems. Solutions we wouldn’t have found otherwise in a usual process of elaboration of a visual identity.
The new visual identity of the the Centre d’Art Contemporain Genève, finally applied at the beginning of 2005, is based on the opposition between the "content“ and the “context" of an art space. The Centre d’Art Contemporain is symbolized by a multicolor frame and the "skeleton" of a typeface. Each document is based on a color (for the frame) and a typeface for each artist. A color gradient is used for the group exhibitions.
The staffs' visiting cards and of the membership cards are a combination of selected colors and the corporate typeface of the Centre d’Art Contemporain.

Information poster	Poster		Information poster

4 invitation cards in chronological order				Stickers for the «X-Mas party»

Letterhead	Visiting cards

Prospectus 2005	Information poster	Website

The 5 first invitation cards with the new identity (front & back)

Invitation cards (front)

Prospectus 2007 (outside)

Prospectus 2007 (poster)	Insert for the 2006 Esba catalogue	Exhibition posters (F2 & F4)

Membership cards 2007 (front) (selection)					Back