Endless Shout, ICA Philadelphia

Endless Shout was the title of a series of performances, held in 2016/17 at the Institute of Contemporary Art (ICA), University of Philadelphia, whose ambition was to explore how collectivity and improvisation can create new forms of social and political interaction within a museal space.

On display here is the visual communication around the event, conceived of and designed by Other Means, a graphic design studio based in New York City that has been working for the ICA since 2014.

The visual identity stems from three elements: sharp-edged graphic shapes that seem to overlay or distort the overall picture (and that are not easily translated into a wide range of applications and techniques), the use of colored paper and special colors in printed matter, and, most importantly, the strong recognizability of the Proto Grotesk typeface, designed by Production Type’s Jean-Baptiste Levée.

In this project, Proto Grotesk can show all its capabilities, from comfortable reading at small sizes to poster qualities at big sizes. Especially in the semibold and bold styles, Proto Grotesk’s idiosyncrasies work as a real eye catcher.