Pentagram partner Marina Willer has created a bold and heritage-based graphic identity for the Design Museum show Ferrari: Under the Skin. Aiming to go “beyond the red and cliches of masculinity”, the visual language is based on elements from across the car brand’s archives and therefore feels classic and complementary to the objects on display.
Marina worked with the curators to develop the theme of the show, helping to identify objects, media and sound from Ferrari’s history that could be used to “go under the skin” of the brand. Swatches used by car designers in the 1960s provided the main inspiration for the colour palette, while promotional materials including vintage posters, brochures and yearbooks were used to develop the exhibition’s typography. This, the design team says, reflects the condensed typeface used by Ferrari.
The wayfinding system that guides visitors around the show was extrapolated from the visual language of the directional and safety markings found on the Ferrari factory floor.
Marina’s team and photographer Paul Zak created two films, shown as part of the exhibition, using over 100 clips of archival material. One is a tribute to Ferrari’s race car drivers, and the other explores the history of the brand’s engineering and the beauty of a car’s components. The designers also created the marketing campaign and printed collateral for the exhibition.
Ferrari: Under the Skin takes visitors through the carmaker’s 70-year history, via a series of themed installations, split into six sections. It includes £140m worth of rare cars, as well as original drawings and memorabilia displayed in public for the first time. The exhibition is open until 15 April 2018.
- Turkish photographer Olgaç Bozalp recreates a family photo album
- Angela Stempel animates the "harmless mind control" of a chant-heavy yoga class
- Cuny Janssen's soft and poignant series documents childhood in Amsterdam
- How embracing vulnerability can power innovation, creativity and change
- Osamu Yokonami photographically interprets spring with a group of anonymous swimmers
- Illustrator Holly Pilot draws inspiration from vintage children's books
- Meet graphic designer Jonathan Isaacson and his hybrid portfolio
- Photo of a single atom wins science photography prize
- Property developer fined $6.7 million for “whitewashing” New York graffiti haven, 5Pointz
- Candid, unseen images of David Bowie by Geoff MacCormack to be exhibited
- Google tackles image copyright infringement with latest design tweak
- Fill your AR world with collage, courtesy of app Dumb Fun