FORMA SOCIETÀ
the brief
Forma Società is a conceptual exhibition identity and editorial design project by Studio Ruby Signorelli, a California-based graphic design studio specialising in brand identity, editorial design, and print. The project called for an identity system that could communicate architectural precision across exhibition signage, print collateral, event materials, and digital communications - a full visual system built for a cultural institution context.
the work
The identity was built on a strict typographic system - condensed type, generous tracking, and a restrained grid that references architectural drawing conventions without mimicking them. Black, white, and a single structural accent carry the entire color system, keeping the focus on form and composition rather than palette.
Exhibition signage, printed editorial materials, and event collateral all draw from the same visual logic, so the identity reads as a single coherent system whether encountered on a banner, a printed programme, or a screen. The challenge with exhibition identity design is scale — the same mark needs to hold at two metres and at business card size. Every element here was tested across that range.
DIGITAL EXPERIENCE
Forma Società’s digital presence was delivered through a considered email series, extending the exhibition’s visual language beyond the physical space. Event communications were designed as editorial compositions, balancing typography, hierarchy, and pacing to convey information with clarity while maintaining a sense of anticipation.
The Result
A complete exhibition identity that holds at two metres and at business card scale — which is the only real test that matters for environmental design. Typographically rigorous, architecturally considered, and coherent across every surface it was required to inhabit. The measure of an exhibition identity is whether it disappears into the work it's framing. This one does.
