The Beautiful Meme draws identity for London's newest art walk
The Line, a new contemporary art walk was launched in London reaching from North Greenwich to the Queen Elizabeth Olympic Park. The 3-mile route features sculptures by 12 renowned artists including Martin Creed, Damien Hirst, Eduardo Paolozzi, and Gary Hume. The identity created by graphic studio The Beautiful Meme does not translate the route simply to an outdoor art gallery. As creative director Tom Sharp put it, they define The Line “in the context of ancient humans marking significant journeys with standing stones and art.” As the core design element, they were looking for a characteristic mark that could appear anywhere; on a tree, rock, or website for that matter. This resulted in a logo featuring the letters of the title, drawn by clean vertical and horizontal lines that visually reflect the landscape it was intended to represent. The Beautiful Meme were given free hand to customise the Aktiv Grotesk font, originally drawn by Dalton Maag. The outcome is undeniably fresh and contemporary, with a primitive edge referring to the ancient journey-imagery of the creators. The branding pack also involves 20 one-off prints made in collaboration with Heretic and based on images taken at different points of the walk. Their colourful diversity matches the romantic idea of no two journeys being the same, stressing the unique, inner potential of The Line walk.
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