Project: IMGTXT
Client: HDK-Valand
Type: Visual Identity
Year: 2021

HDK-Valand at the University of Gothenburg, conducts education and research in Design, Film, Photography, Fine Art, Crafts and Literary Composition, providing highly specialized degree programmes in an outgoing, international environment.

In 2021, HDK-Valand launched a series of seminars aimed at exploring the myriad of connections appearing between text and image, in various mediums such as artist’s books, films, narrative photography, concrete poetry and ekphrasis. The seminar series, titled Image–Text, is arranged by the department of Film, Photography and Literary Composition.

Lundgren+Lindqvist was commissioned to design a visual identity for the seminar series. The identity utilizes the idea of text becoming image and image becoming text as its departure exploring a range of compositional approaches. The main element of the identity is the logotype; an abbreviated form of the seminar title, which acts as a container for image and text interchangeably.