‘Mushrooms: The Art, Design and Future of Fungi’

Film & Motion Graphics, Interiors & Architecture, Signage & Environmental Graphics, Digital Design, Exhibition Design

The visual identity, spatial design and exhibition graphics for an exhibition at the iconic Somerset House.

Mushrooms: The Art, Design and Future of Fungi_HERO

Equal parts mythical and psychedelic, and informative and inspirational, Pentagram’s brief was to create an identity that captured the magic of mushrooms. Featuring a digitally 'grown', generative typeface contrasted with a systematic grid structure.

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The generative system produces both character construction and stylistic colouring differences

Motion assets offset the structured gridlines with abstract crops of organic mushroom forms

Inspired by scientific cataloguing archives and mycological field analysis, the grid bisected the exhibition space itself, framing the works as artefacts to be discovered and analysed.

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Pentagram outputted unique growths as 3D prints, used within the gallery space itself to bring the intangible, digital algorithm to life.

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The exhibition title was uniquely grown within the digital tool and outputted as 3D prints

The exhibition title was uniquely grown within the digital tool and outputted as 3D prints

The typographic system offset fertile and infertile areas in three-dimensional space, with possibilities of mutation to create letterforms that are unrestricted by predefined typographic form.

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The tool simulating mycelium growth before applying volume and colour

The mapping of fertile and infertile (positive/negative) areas to allow character forms to grow.

Animated growth models

Hypha interactive tool in the Exhibition space

Hypha interactive tool in the Exhibition space

Covariant

Brand Identity, Digital Design, Data Driven Design

Brand identity for a company creating artificial intelligence software for robots.

‘Mushrooms: The Art, Design and Future of Fungi’