Rationale Draft 1

Typeface 

In Motion
Robust, Kinetic, Energetic, Contemporary, Streamlined
The purpose of the exhibition is to give newly graduated artists a push into a brilliant career; In Motion represents the ups and downs within a persons path to becoming a successful artist.
Each letter is made from a half circle and straight line. These shapes were taken directly from one of the 2019 exhibiting artworks - ‘Permanent Transit’ by Camille Yvert. Furthermore, letters with a half circle turned upwards must sit above the baseline, whereas half circles turned downwards, must sit below. This is what creates the ‘ebb and flow’ like movement throughout the typeface.
The use of a half circle within the typeface means that the apex is is completely curved. In conjunction with the straight line, this also creates strange angled bowls of the letter forms. The straight line is used mainly for the cross stroke, crossbar, ascender and descender. 
These unique elements create a ‘Geometric Typeface’ feel. They also give the typeface the perfect balance between curves and hard lines. 
The tone of voice of the typeface feels elegant, unique and different. It is perfect for the exhibition because it is contemporary and clean whilst distinctive. 
Jost Hochuli - Details in typography. The reading process. Brief movements known as saccades - the eyes springing jerkily across the page. 
The geometric slicing of the images fits in with the geometric theme of the typeface, as well as forcing movement throughout them. Movement is also conveyed through the use of multiple sheets for the specimen, and the layout is left up to the user who has to position the specimen together themselves.  

Logotype

The logotype for the exhibition utilises the baseline rule to an extent, but takes the idea of movement even further by by rotating and flipping parts of the words. The most striking element of the logotype is the perspective angle. These processes push the theme of movement push like the exhibition pushes newly graduated artists forward in their careers. 
The logotype must always be shown at the -20.0 perspective angle. It is free to be distorted to whatever extent. 
Due to the fact that the typeface is thin, the logotype works best when on a bigger scale. It is also most legible when in black on a white or coloured surface, or inverted.
To convey a sense of movement that followed the downwards angle of the logotype, the long words had to be sliced and rearranged to fit the structure. The baseline rule doesn't apply to some parts, such as the word ‘new’ so that it can follow the descent of the rest of the design. 
In Spin’s branding for London’s Saatchi Gallery’s exhibition ‘Collect’, they focus on the two italicized L’s in the word: Collect. This element is then repeated throughout their booklets, wall vinyl, icons etc. Much like In Motion’s half circle and line, these simple shapes collate the branding elements together to become unified.