lEVEL

Identity | Exhibition

Level is an exhibition identity curated to explain the psychological reasoning behind the attraction to the design principle, symmetry. Research states that symmetry is attractive because of its simplicity in juxtaposition to how chaotic the world is. The design approach embodies controlled chaos with motifs of symmetry lines and circles with a texture of ink in water, a reference to the Rorschach Test. The final product is a model that explores the world of design and psychology as one.

Symmetry Lines

Call Back to identity and function of symmetry in abigram

Inksplots

Reminder of Rorschach Test and assists in visual symmetry

Letter E form

Allows amigram to be read upside down and is present throughout visual identity

Logo

Design Process & Concept

The concept for Level's logo is based on the relationship between interpretation and symmetry. To display this relationship, the logo was created as an ambigram. Ambigrams rely of symmetry to be legible upside down.

Design based on

empathy + connection