Brand & Editorial Design — Leeds City Council
Unfold is a brand for the visual arts in Leeds, driven by Leeds City Council and was initiated to coincide with the return of the British Art Show in 2015, 25 years since the show was last hosted in the city. Our aim was to devise both a name and identity that could be identified as a ‘brand’ for the programme, whilst not allowing it to upstage the programme itself, or its locations.
Unfold is a name left with an open end, allowing for unlimited extensions, a method of highlighting a subject using a uniform start point. It grants a range of lock-up options, inviting the public to discover something new, whether that be an artist, a visual discipline or even a gallery space to explore.
The identity was extended across brand guidelines, posters and a catalogue used as a city wayfinder with custom-made maps as well as being packed with interviews, essays, upcoming events and must-see hidden gems in and around the city.
We strived to pack a visual punch yet be accessible to all in terms of colour, layout and typographic choices. The identity is utilitarian, with consistent typography and colours to increase approachability.
The name comfortably fitted with the concept of unfolding maps, which are an integral part of the programme and this combined with a graphic style that implies “unravelling the layers” strengthened the idea of immersing oneself into a journey of discovery.