In the visual identity for Yoko Ono’s latest exhibition Growing Freedom at the Phi Centre, Principal’s concept-driven designs are exemplified. “We wanted to focus on the fact that Yoko’s show was based on participation and interaction,” says [Bryan-K. Lamonde,] co-founder [of Principal]. Translating these movement-based concepts through the identity’s interlocking typography, the designers decided not to use any images of Yoko’s work, instead, evoking the artist’s performative work through the humanist letterforms. Keeping the levels of information to a minimum to further highlight the typographic identity, the studio draws out the emotional connection between Yoko’s work and the city of Montreal; one of the locations for her seminal work, Bed-ins for Peace that took place in the sixties.
All graphic material surrounding the exhibition — poster, signage, catalog, tote bag – has been consistently designed with the pair Suisse Works and Suisse Int’l. While looking minimalist the logotype is actually a complex nesting of the first and last name of the artist, the later being set in an outlined version of Suisse Works.