'The Line'
- by The Beautiful Meme
Taking in sculptures from artists such as Damien Hirst, Martin Creed, Gary Hume and Eduardo Paolozzi, The Line links the O2 in Greenwich, south London and the Queen Elizabeth Olympic Park, near east London’s Hackney Wick. The identity takes the idea of a line rather literally, but applies it in imaginative, smart ways, forming a device as easily applied to stationery as it is to the bark of a tree.
The design uses line interesting within the design, with the angular linear line for the logotype contrasting with the curved prints behind. The use of colour is vibrant and indulging to the consumer, and nicely ties in with the idea of the layers of London which mirrors the layers in the screen print. The continuous line used for 'the line' cleverly utilises the points in the letters to resemble the idea of each stops along the way for the tour, cleverly presenting a sort of simplified map within the design.
The objective nature of the logo combined with the subjective screen print behind creates an overall aesthetic, which is exciting and intriguing. Thus, The Beautiful Meme are successful in informing the viewer and leaving much unsaid at the same time.
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