An ever-changing framework
—
Ástþór Helgason and Studio Studio
First published in HA Extra, special issue for DesignMarch 2019.
Ástþór Helgason, the new director of DesignMarch, has been busy putting together a wide-ranging festival that has a new vision and, thanks to the designers at Studio Studio, a brand new look.
What role does DesignMarch play in Icelandic society?
DesignMarch is constantly developing and has created a real niche for itself as a sort of ‘harvest festival’ for Icelandic design and architecture. The festival has played a big part in changing the landscape of design and people’s understanding of it. This development is in line with the wider role that design and architecture are serving in society at large – design-based thinking is one of the most valuable tools we have for improving quality of life and prosperity. Also, this is a time when we come together to celebrate, build connections and find new outlets for our ideas.
What characterizes this year’s festival?
Sheer diversity – sustainability and solution-oriented thinking for the future are the dominant themes for this year's festival. These are the kinds of project being foregrounded at DesignTalks, our international design conference. We’re going to be talking about how we can change the world for the better, where we can bring interesting changes and effective solutions to bear on difficult issues. The festival as a whole reflects the fact that design is now reaching into most areas of society – in all processes, production, and organizational plans.
Graphic designers Arnar Freyr Guðmundsson and Birna Geirfinnsdóttir of Studio Studio have designed a new look for DesignMarch.
Where did the idea for the festival’s new look originate and what did you all want to convey with it?
Our new look is based on the old one, which reflects a firm process, progression, and singularity. Our mission was to create a strong look within a limited framework that also allows some flexibility. It can be adapted for different media which, in effect, means it’s always changing. As before, we’re emphasizing a positive atmosphere and a spirit of joyful experimentation, and the colour violet continues to be front and centre. A big part of the new look is the Icelandic lettering, which was designed by Universal Thirst. The message is a bit difficult to put into words, but there’s a clear goal: to raise persistent questions about the role of designers and design in society.
