This 2023 campaign marks a change in direction at Pasquart Kunsthaus Centre d’art Biel/Bienne, Switzerland. Different quotes from the past ten years of the Kunsthaus’s guestbooks were collected and placed on the streets of Biel, conveying whether Kunsthaus is appreciated or not:
“It was cool, then I got hungry.”
“Your art is funny. I like!”
“Very nice exhibitions despite what people say.”
This campaign was integrated with the promotion of their first exhibition of 2023 about painter Francis Baudevin, who has been developing a body of abstract work since the end of the 1980s. His work is known to be rigorous, coherent, and playful. Always following the same method, the artist takes abstract graphic compositions from our visual domain (multinational logos, packaging from manufactured goods, book and record covers, etc.) and then removes all text references—hence, all meaning—to keep only the form itself.
The change of the direction and program of the Kunsthaus Centre d’art Biel Bienne was visualized through a series of posters with visitor comments. We decided together with the new director, Paul Bernard, to bring excerpts from the guestbooks of the past 10 years into the streets of the city of Biel. LL Blankenhorn was chosen to suggest a spontaneous and authentic voice.
Soon afterwards, the the first exhibition of the year (Francis Baudevin and more) was announced. Here LL Ruder was introduced as a second layer on the same posters.
LL Ruder was also used in the interim to label the various exhibition spaces. The complete redesign of the visual identity of the museum will be unveiled in 2024.