We had the distinct pleasure to interview award winning designer Siri Lindskrog about their original and creative Visual Identity design work. Siri Lindskrog is an award-winning communication designer, that makes our world a better place with their original visual identity works.
Siri Lindskrog ("SL") answered Design Interview ("DI") questions about their award-winning work Insitu Festival Visual Identity. Interview questions prepared by Frank Scott.
SL : The main inspiration is the concept and location of the festival. Insitu means "in place" and the concept of the festival is to show dance pieces created in relation to specific places along the waterfront in Queens, NYC. Therefore the visual identity plays with dimensions in a typographic concept that puts words in a space, relating them to their surroundings. The visual expression is inspired from the modern and playful architecture on the waterfront. The colours are inspired from the water and the summer weather.
SL : I mainly focused on creating a visual identity that supports the concept of the festival being "site-specific", meaning there is an interaction happening between a public space, the architecture and the dancers/performers + audience. Also i focused on creating a visual language that supports the key words of the festival which is "Play", "Engage", "Create" and "Connect". I wanted the visual expression to be playful, dynamic, friendly, architectural and dimensional.
SL : The festival will take place in the summer of 2017, so there is still a lot more designs to be made until then. After that the organiser is planning to bring the festival to other cities around the world, so the design will keep expanding and will be fitted to each edition of the festival.
SL : The design has been developed over a period of 6 months, but the first designs were already being published after 2 weeks work.
SL : The founder of the festival contacted me because she knew i was already in the dance scene and i had experience with communicating dance through graphic design.
SL : The design is being produced and used by the festival.
SL : I'm a dancer myself and therefore a lot of my clients come from my network in the dance scene. It's very meaningful to me to do this type of work because i get to use my knowledge as a dancer and as a designer at the same time, which means i am using my full potential.
SL : Residents of Queens and New York in general. New York based dance companies.
SL : It has a unique and distinct typographic concept which makes the identity versatile and flexible, yet easily recognisable.
SL : The name of the design is the name of the festival. Insitu means "in place" and refers to the festival being about site-specific dance, meaning dance work created in relation to a specific place.
SL : Adobe Illustrator, Adobe Photoshop, Adobe InDesign
SL : The dynamic typographic concept and playful colours
SL : It was a challenge to create a design that appeals to Queens residents of all ages as well as dancers / choreographers, art enthusiastic New Yorkers, fonding organizations and sponsors / local businesses at the same time. I had to find the balance point where it's interesting to people who are already very artistically developed, but still approachable for residents in the naborhood with no big artistic interest.
SL : I was invited by one of the jury members.
SL : This has been a design proces, where the design kept improving and expanding for a long time, even after the first design was published. I learned to accept a visual identity as a living being, meaning that it's never finished. It has a life and has to be constantly adjusted to the circumstances it meets.
