The poster was designed and produced at the invitation of Modern Theory, as part of an international show of 20 design groups’ work. The exhibition took place at MAD Brussels, on September 2012. A fixed body of text was supplied to all the participants, who then were asked to visually describe and define “visual grammar” in the form of a poster, by choosing and exploring a visual element.

The aim was to investigate the principles of form and to explore their functions on visual communication. We were asked to inquire and re-interpret visual grammar and its fundamental components. We took advantage of the proposal and the occasion to reflect on Portugal’s economical, political and territorial situation, its geography and consequent constraints, and mainly its peripherical position within European continent/context.

Our goal was to transform a formal concept — a basic element of the visual language: the rectangle — into a conceptual issue. We used subsidiary elements such as the trace, which in the area of ​​composition enhances the concept of poster, thereby translating the idea of decentralization.

“‘Visual Grammar’ aim was to articulate the beauty of form and to investigate its principles, functions and consequences in visual communications.

Modern Theory invited ten studios to participate in the exhibition. Each studio in turn had to nominate another studio or designer to take part, adding up to a total of twenty contributors.

Participants were asked to research and communicate an aspect of the fundamental components of visual grammar.

Based on their research, they had to create a poster that would visually convey their findings. They were free to interpret the brief in any way they see fit, provided that the poster articulates the concept of visual grammar and conforms to the technical requirements. In addition, they were asked to submit a short rationale for their work.

Held at the MAD Brussels in Brussels, the exhibition intended to create a stimulating dialogue between studios and designers from around Europe in the city of Brussels.” — Modern Theory

Participants were asked to research and communicate an aspect of the fundamental components of visual grammar. Based on their research, they had to create a poster that would visually convey their findings. They were free to interpret the brief in any way they see fit, provided that the poster articulates the concept of visual grammar and conforms to the technical requirements. In addition, they were asked to submit a short rationale for the work.

Participants
Atsuki Kikuchi, Base Design, Claudia Klat, Coast, George Hardie, HORT, Leterme Dowling, Maddison Graphic, MuirMcNeil, Neubau, NODE Berlin Oslo, North, Open Source Publishing, PLMD (pleaseletmedesign), Project Projects, R2, Studio Astrid Stavro, StudioThomson, Work In Process.

Practical Information
06.09.2012 to 18.09.2012
Open daily from 10.00 to 19.00
MAD Brussels
10 Place du Nouveau
Marché aux Grains
1000 Brussels Belgium