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šŸ—Æļø Code is a universal language, allowing us to talk to machines.
šŸ– Designer, researcher, creative technologist, storyteller.
šŸ“±Open for commissions.
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A flexible identity for a living archive.

Earlier this year we were invited for a pitch to develop the new visual identity for ASAC (Archivo Storico Biennale Venezia). Our proposal wasn’t selected, but the process behind it was too good not to share.

Rather than designing a fixed logo, we approached ASAC as what it actually is: an ecosystem holding art, architecture, music, cinema, theatre and dance — constantly growing, never static. So we built a flexible visual language instead of a mark: a generative system that can produce infinite, always-recognisable outputs across every format the archive needs, from exhibition graphics to social media.

The starting point was a workshop analysis of how ASAC is perceived — its colours, textures, rhythms. One form kept resurfacing: the spiral. Non-linear time, sedimented memory, the pull between conservation and openness — all in a single gesture. We traced that gesture across a century of references, from Duchamp’s Rotoreliefs to Hilma af Klint’s snail studies, Saul Bass’s Vertigo, the Guggenheim, whirling dervishes — a shape that belongs equally to art history and to archives.

To make the system usable in practice, we designed a generative tool: an application that lets anyone control the spiral’s structure, density, scale and motion, and export the result — static or animated — ready for print, exhibition, campaigns or social. The typeface, Season Variable, does the same job in type: a single variable font sliding from serif to sans along one continuous axis, letting ā€žpastā€œ morph into ā€žfutureā€œ on the page.

Proud of where this went, even unbuilt. 

ā˜ž ASAC — the Historical Archive of the Venice Biennale @labiennale
ā˜ž Art direction & visual identity: @_lcbgn_ — Atelier Luca Bogoni
ā˜ž Generative tool development: Nahuel Gerth @nahuel.gerth

#ASAC #VeniceBiennale #VisualIdentity #GenerativeDesign #DesignProcess
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