The Salón Nacional de Artistas is one of the most important art exhibitions in Colombia, organized by its Ministry of Culture every two years. In the last decade, this exhibition program has paid special attention to the visual identities that they offer to audiences, as they become an important tool to attract and interact with the public—which has been growing significantly throughout the years.

The curatorial theme used for the 43rd edition of the Salón Nacional was “Saberdesconocer”—an oxymoron meaning: to know not to know. This concept deals with the limits and possibilities of our understanding of the world we live in, as well as the unlimited interpretations and representations that we can construct of it.

Tangrama developed a visual identity including a logo that focuses on the process and limits of our legibility, as well as a series of images that depict shadow puppets in order to give a mysterious yet alluring approach to the contents found within the Salón.

Read the full case study with juror comments here: [http://www.aiga.org/cased-2015-winner-saberdesconocer-43-salon-nacional-de-artistas]

“I was immediately drawn to the typographic play and the imagery that creates images. Once I realized the country of origin and the context in which it works I was even more pleased with the project.” —Bryony Gomez-Palacio