1. The logo is a primitive form of the rising sun, as a symbol of the beginning of history, the rise of mankind.
2. Figures were developed as accompanying illustrations, as a stylisation of rock art in a modern style.
3. It was decided to use two colours in the pallet, as a reference to graffiti and rock art.
A study was conducted on the symbolism and visual forms of both primitive and modern art. I studied rock carvings, petroglyphs and traditional motifs of ancient cultures, paying attention to their simplicity, geometricity and expressiveness. At the same time, we analyzed modern graffiti and abstract forms to find common ground and synthesis.
To develop a unique and memorable visual identity for the exhibition, reflecting the synthesis of primitive and modern art, which will attract the attention of visitors and convey the main concept of the project.
This exhibition required a visual language that would simultaneously convey the simplicity and primordial nature of ancient forms and the dynamism and complexity of modern art.
The Museum of Modern Art is staging an exhibition on the synthesis of primitive and modern art, exploring how ancient materials, techniques and symbols inspire today’s artists. It will serve as a platform to discuss the links between the simplicity of primitive forms and the complexity of modern expression.
Valerie Trefilova. All rights reserved, 2025
