Embodying the power of the graphic expression

Showcase VC is the annual exhibition of Visual Communication at the Zurich University of the Arts (ZHdK). Skala was commissioned with the task of creating the 2018 visual identity. Since the department had recently been renamed, we put special attention to its new acronym ‘VC’. In pursuit of the sharpest possible result, a key visual was created which exemplifies the graphic expression’s unique capability to combine multiple signs in one single form. It exhibits a multilayered composition of tightly interlocked symbols: the letters V and C, arrows pointing towards an eye, flashes of lightning and an exclamation mark. Playing with perception and negative space, the design is a manifestation of the power of visual communication.