This graphic identity revisits the past by applying the layout used in the first ever Museo Jumex magazine advertisement published in 2013 to communicate the exhibition program for the opening of the museum. Using the title of the exhibition, Normal Exceptions, we made an “exception” using a new typeface, without leaving aside the Suisse Jumex, which was applied as a secondary typeface.
Additionally, we made the paragraphs readable in two ways by rotating specific keywords, so that the title of the exhibition could be read upside down or vice versa, in any of the formats in which it appeared.
Arte Contemporáneo en México
Adriana Kuri Alamillo
Miguel Calderón, The Whistleblowing Parrot, 2021. Normal Exceptions, published by Museo Jumex, 2021, pp. 24–27.