For more than two decades, Loop has engaged projects that push the capacities of moving image, and cultivated space for discursive practices in contemporary art-making. Spearheaded by an annual fair, festival and symposium programme, Loop marks a meeting point for a local and international community of artists, curators, gallerists, collectors and institutional directors.
Reinscribing its place in the heart of Barcelona’s cultural scene, we have established an integrated design system for Loop, the polyhedric platform for moving image and video art.
In our groundwork, we took stock of Loop’s previous design language to develop an identity that affirms its long-revered, rhizomic cultural offer, whilst consolidating its diverse programming into a clear visual system.
Dualing serifs and san-serifs have been set against a motif of larger, circular forms that were derived from the previous identities. In response to the 2024 edition and its survey into ‘seismic chains’ of interaction, this circular motif is framed dynamically, as though in motion—staggering and re-composing itself across contrasting design formats.
A color palette of black, green and grey were established to differentiate the platform’s fair, festival and symposium, respectively. Design collateral was produced for each: the first forms a diptych of the Almanac Hotel’s three floors, the venue Loop Fair is held within; the second, a booklet to accompany Loop Symposium and serve as programme guide; lastly, a postcard for participants that pinpointed key venue locations across Barcelona.
A offline, city-wide campaign of wayfinding and supporting design matter—including building facades, street banners, and merchandising—was developed to guide festival goers across a two-week programme of screenings, panels, and the opening fair.
The identity’s core language shaped social media formats for programming announcements and entry calls that introduce photography of contributing works and participants. The flexible design system enables Loop’s team to quickly create and publish assets.
Collaborators
Motion by NATIU DESIGN
Project documentation by SHADAY FORERO