Shanghai Biennale Rebranding
An Ever-Evolving Cultural Identity
I was the designer and coder.
1996 - "Open Space"
1998 - "Inheritance and Exploration"
2000 - "Spirit of Shanghai"
2002 - "Urban Creation"
2004 - "Techniques of the Visible"
2006 - "Hyper Design"
2008 - "Translocalmotion"
2010 - "Rehearsal”
2012 - “Reactivation”
2014 - “Social Factory”
2016 - “Why Not Ask Again”
2018 - “Proregress”
First launched in 1996, the Shanghai Biennale has always taken Shanghai as its primary focus. It gathers the most talented international curators and artists from the industries to explore the ultimate connection between urban life, contemporary art and the public. It has also become a large-scale biennale platform in the city for the exchange and exhibition of contemporary art pieces.
Even though the biennale stands at the pinnacle of Asian contemporary arts, it has considerable problems in terms of its brand recognition. Every two years, Shanghai Biennale’s identity is changed dramatically. It is evidential that over the past twenty years, Shanghai Biennale did not have a recognizable and consistent identity.
Representing the progressiveness of Shanghai Biennale while keeping its identity consistent and recognizable
The Cultural Connection
The current Shanghai Biennale logo is originated from the Chinese character “双” (double, two, dual, bi).
I kept this localized element as part of my design, while adopting two other elements: geometric shapes and optical illusion, to best demonstrate the idea of postmodernism and progressiveness.
Transform. Progress. Evolve.
This is a programmed system for Shanghai Biennale that creates generative identities that can be applied under different circumstances and themes yet compliant with a recognizable design rule. The identity is adaptive to merchandises, architectures, prints, as well as installations and sculptures in physical spaces.