100% Hedendaags - website dekstop new
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Contemporary art doesn’t get a lot of attention in secondary education. This is a shame, say three art institutions from Rotterdam. That’s why they joined forces to initiate 100% Hedendaags (100% Contemporary), an art education project for secondary education and vocational education students. Their question for us was to create an identity that reaches two target audiences: students and teachers. We triggered them both to participate through attractive visuals that were easily applicable to various platforms.
The project inspires young people to look at art in a new way, through the eyes of four artist types: the Dreamer, the Sampler, the Pioneer and the Rebel. Keeping in mind the limited resources of some schools, we designed four iconic cartoon characters that can be printed by anyone. These happy little figures are joined by the ’100%’ logo with its playful eyes in the zeroes.
Characters and logo reappear on the playful website. The brochure, which we created together with young artists, is as fresh and accessible as a contemporary magazine.
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