The identity uses a purple, orange and pink colour palette and a bold pencil graphic, which will be shown across the fair’s website, printed materials and exhibition graphics.
Studio Emmi and Macdonald were appointed to the project early last month, with Studio Emmi’s remit comprising the graphic elements, while Macdonald will design a 3D element for the entrance of the fair.
Emmi Salonen, Studio Emmi founder, says that the identity needed to be ‘simple’, as not to overshadow the fair’s exhibitors, but also ‘directional’, which informed the use of the pencil graphic element.
Pick Me Up’s previous identities were designed by Anthony Burrill, and Salonen says that this year’s look aims to reference his designs.
She says, ‘[Burrill] used a very bold, graphic style and identity. Claire [Catterall, Pick Me Up curator] wanted us to follow up that boldness and also come up with a graphic device that was quite directional.
‘It’s a large show in quite an awkward space, so there’s a lot of need for something pointing you the right way. The pencil can work as a pointing element and it can also be used on the floors.’
Studio Emmi’s identity also uses a diagonal patterning, which evolved from the point at the end of the pencil, and aids the directional quality of the graphics.
Peepshow Collective were the artists in residence at last year’s fair , and created The Museum of Objects of Origins – a collection of drawings, objects, prints and costumes ‘from an invented past’.
As with previous events, Michael Marriot is working on exhibition design and build, using the designs created by Studio Emmi throughout the space.
Pick Me Up takes place in April at Somerset House, London.