choice works identity by pentagram

choice works identity by pentagram

pentagram’s paula scher and her team designed the identity and event graphics for choice works, a party and art auction (held may 15th) to benefit planned parenthood federation of america and planned parenthood of new york city. support from the event will help provide affordable or free reproductive health care to new yorkers and fight to protect women’s rights in every state across the U.S. the auction featured artworks donated by leading artists including cindy sherman, laurie simmons, marilyn minter, jeff koons, matthew barney, roni horn, nan goldin, kara walker, alex katz, richard serra, richard prince, ryan mcginley, louise lawler, sarah sze, dana schutz, lisa yuskavage, among others. 

animated version of the choice works logo

scher designed bespoke typography for the event, creating a modified version of the font foundry gridnik that builds its letterforms from a network of lines and bars. the identity appears in an animation on the choice works website, and the custom type is also used on printed invitations. secondary typography is set in the standard foundry gridnik.

invitation

invitation

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read our interview with paula scher »