Walden Affairs is a new project space for the presentation, research and production of contemporary art. It is named after H.D.Thoreau’s Walden; or: Life in the Woods, which deals with the topics of self-reliance, independence, economy and ecology.
Our main concern was to translate these values into a simple and flexible identity system that is easy to reproduce in various techniques, while committing to a consistently low production budget.
For these reasons, invitations and letterhead were printed offset in one pantone colour, leaving the information side to be printed on a laser printer, which allowed for a remarkable reduction of waste and an absolute minimum in printing costs. The Walden Affairs logo is a simple geometric pattern that is also easily reproducible in any colour and technique, thus also encouraging the DIY spirit.
Various sizes. For Walden Affairs, Den Haag, 2009.