White Columns July 2007

Keywords
1970s, Art, Chance, Dichotomy, Typography, Variable identity, Website

White Columns

White Columns

Project Projects was commissioned to design the website for White Columns, New York’s longest running alternative art space. Responding to the gallery director’s expressed rejection of an overarching graphic identity, the website reflects the space’s inclusive programming, which features multiple simultaneous exhibitions in every possible corner. While graphically minimal, the website’s typography has a programmed twist: upon each visit to the site, all serif type shifts to sans serif, and vice versa, as a further means to subtly destabilize the gallery’s identity.

Launch whitecolumns.org