The Beautiful Meme: The Line

Our latest pick of new designs includes a clever identity system for East London sculpture walk The Line by The Beautiful Meme, a bold typographic system for art exhibition All the World’s Futures by Double Standards, new Hed Kandi branding by Human After All and some lovely beer packaging by D8 and Glasgow School of Art alumni for local craft brewery, Drygate.

The Beautiful Meme: The Line

The Line is a new three-mile sculpture walk in East London, stretching from North Greenwich to the Olympic Park in Stratford. The riverside route passes work by 12 artists, including Eduardo Paolozzi, Anthony Gormley, Damien Hirst, Richard Wilson, Martin Creed and Gary Hume, with more installations and exhibitions planned for later this year.

The identity for the project was created by The Beautiful Meme and features a logo that doubles as a map of the walk and graphic patterns based on the local landscape.

Creative director Tom Sharp says the system was inspired by the idea of taking a journey: “You could look at The Line as a series of world-class sculptures along a three mile route – essentially an outdoor contemporary art gallery. Or you could look at it in the context of ancient humans marking significant journeys with standing stones and art. We choose the latter.”


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