A new identity that radically transforms how Slought operates in Philadelphia, the world, and the cloud, and makes legible the organization's movements as it performs its activities
In January 2014, we launched our new organizational identity, which we developed over the past three years with the generous support of The Andy Warhol Foundation for the Visual Arts and The PEW Center for Arts and Heritage. It developed through an intensive and multi-disciplinary exchange involving Slought communities, the graphic design firm Project Projects (New York, USA), design and communication firm Saylor + Sirola (New York, USA), and the programming firm Systemantics Gmbh (Viersen, Germany). Together, we have produced a new and exciting identity system that radically transforms how Slought operates in Philadelphia, the world, and the cloud.
At Slought, our projects take form through ongoing negotiation among different conversants, and are structured by particular concerns and aspirations. This performative approach to cultural production values openness and responsiveness, but has not always been apparent to our publics in past years. We are excited to make legible this performative approach through our new website and digital archive, and the many partnerships and formal and informal economies that enable our work.
We invite you to listen to early conversations with Slought community members that contributed to the process of designing the website and identity. Conversants include Jeffrey Schnapp, Director, of metaLAB and the Berkman Center for Internet & Society at Harvard University; Jean-Michel Rabaté, a Senior Curator for Discursive Projects at Slought; Julie Martin, Director of Experiments in Art and Technology (E.A.T.); and Mimi Cheng, an artist and former Slought Fellow.
Our new identity system documents the organization's movements as it performs its activities.
As an organization, Slought undertakes activities in Philadelphia, the world, and the cloud. Our new identity makes legible and builds upon these three modes of activity.
Slought's logo is a typographic application that dynamically builds upon the organization's three modes of activity. Each mode has been assigned a typeface, color and pattern, and rated by intensity. These designations function as a system to produce project-specific logotypes.
A series of values guide and structure the organization, its activities and its volunteers. A graphic accompanies each program and person on this website, and dynamically indicates the intensity of the values performed.
The new identity incorporates a variety of typographies. One font is used for institutional text. Other fonts correspond to the organization's three modes, and are used to generate the logotype.