Project
WHEN IS ENOUGH, ENOUGH?
The Peformance of Measurement
Singapore Pavillion, 18th Venice Biennale
The Peformance of Measurement
Singapore Pavillion, 18th Venice Biennale
Client
Singapore Institute of Architects (SIA) Design Singapore (DSG)
Year
2023
We designed the visual identity for WHEN IS ENOUGH, ENOUGH?, drawing directly from the exhibition's central installation—the Values Measurement Machine. The identity adopts its process as a graphic system.
At its core is a custom typeface generated by mimicking the machine's plotting mechanism. Composed of accumulated dots and marks of varying densities, each letter gradually emerges through repeated acts of measurement and registration, echoing the way visitors collectively inscribe their values onto the Pavilion's large calligraphic scrolls. .
The identity further references the familiar language of measurement through a restrained graphic system. A vivid measuring-tape yellow serves as the primary accent colour, while layouts for printed collaterals draw from the visual conventions of rulers and tape measures, using calibrated grids and modular divisions to organise information.
