A visual identity based on paper masks for the London Design Biennale 2018

The creators opted for paper, a flexible material that evokes intimacy.

The creative agency Pentagram chose paper to create the visual identity and London Design Biennale 2018 promotional material (September 4-23, 2018).

In response to the biennale's theme "Emotional States", Pentagram has imagined a series of seven highly expressive masks inspired by Charles Darwin's seven emotions – anger, fear, surprise, disgust, joy, sadness and contempt. This collection was created in a restrained color palette of orange, black and white and handmade by English paper designer Andy Singleton.

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“A universal phenomenon that spans centuries, masks have been used to interpret and illustrate the beautiful, the grotesque, the sublime – and everything else in between, explains the creative agency. Pentagram was to create a series of masks that could subtly, yet cohesively communicate this diverse range of emotional states."

In order to conceptualize the masks, Pentagram studied the words, symbols, actions and facial expressions associated with each of the seven emotions, then identified the recurring forms, which ultimately influenced the visual signature of each emotion.

Pentagram chose to use paper (by G.F Smith) to create the masks, due to its flexibility as a material, and its ability to inspire intimacy.

These masks photographed by John Ross served as visuals for the event's online banners, print, and social media and marketing materials.