The rhythm created by the combined widths of the title family was used to evoke the folding/unfolding of ordinary objects design principles made by the curators. Its crude and geometric aesthetics accompanied well the industrial objects shown in the exhibition and the strong yellow used for cementing the identity. The rather bold weight of Gotham used for most texts doubles down on this solid and impacting design. Both fonts play well together, helped by the shared geometric nature of their curves.
This falsely simple design deploys its grid and color through leaflets, the scenography of the exhibition, the outside of the building and even some vinyl info sheet directly applied on the body of a car.