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Vessel Floats by Order

Words by Richard Baird

Brand identity designed by Order for flotation and deprivation therapy spa Vessel Floats

In the Brooklyn neighbourhood of Greenpoint sits Vessel Floats, a new flotation and deprivation therapy spa that draws on the continuing interest in concepts such as mindful living and wellness.

Through considered interior design and visual identity, the latter developed by New York-based studio Order, Vessel Floats intends to further develop and bring to modernity an experience that has been around since the 1950s, and create a holistic experience that supports and builds out and around the central experience of flotation.

For those unfamiliar with flotation or deprivation therapy, this involves a weightless experience inside a tank filled with water with a high salt content, absent sound and any external distractions. This can be augmented by soothing lights, sounds and vibrations. People can expect an experience that disentangles them from their busy present, with some experiencing hallucinations within a safe and managed environment.

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MoMA by Order

Opinion by Richard Baird.

Branding for MoMA 2020 designed by New York-based Order, design, print, web design

The MoMA logotype, set in Franklin Gothic No. 2 and designed by Ivan Chermayeff, is an icon, and has been part of the New York urban landscape and international museum graphic vernacular since its creation in 1964. With evolving communicative needs and channels, the MoMA logotype was made a central graphic device as part of a new visual identity launched in 2009. Created by Pentagram and MoMA’s Creative Director for Graphics and Advertising Julia Hoffmann, this flexible visual identity was developed to bring a systematised and cohesive programme to print, web and environmental applications.

In 2019, MoMA expanded its 53rd Street location, adding 40,000 sq. ft. of new gallery space. This will showcase more of its collection with the intention of better representing and balancing a diversity of backgrounds, periods, media, and geographies, with a performative quality at the heart of its galleries. Just as in 2009, new approaches to communication; moving from exhibition-focused campaigns to a seasonal approach, required a revision to the MoMA visual identity to coincide with its expansion. New York-based Order reviewed and then defined what they described as a more modular, adaptable, and scalable design system for the museum’s communications, alongside the recommendation of a seasonal approach. This included updating the PS1 and Design Store logos, adding these as brand extensions of MoMA’s singular institutional mark. All additional applications were then designed and produced in house by the MoMA Design Studio, these included newsprint advertising, design store catalogue covers, member’s day programmes, banners, map and tickets.

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Atlantic Theater 2019 – ’20 Season by Pentagram

Opinion by Richard Baird

Campaign identity and programme by Paul Scher, Pentagram, for the Atlantic Theater's 2019–20 season

Atlantic Theater Company was founded in 1985 by playwright David Mamet and actor William H. Macy and, since then, has established itself as an influential Off-Broadway theatre group. It is also known for having a bold and original voice, producing groundbreaking new works by both emerging and established playwrights. This bold and original voice was central to the design of the theatre’s visual identity back in 2015. The first iteration was a visually loud mix of Hoefler&Co’s Tungsten, red and blue ink, an iconic spotlight/ megaphone-like A, a postmodern freedom from formal grids and the overprinting of type and shape. Designed by Pentagram partner Paula Scher, and reconfigured between seasons, this has been a striking and recognisable foundation of the theatre’s communications. Having designed the campaign identities for 2017–18 and 2018–19 Paula Scher returns to design the campaign for the 2019–20 season, introducing photography for the first time and a new material component.

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