Trope Collaborative
Starting Point
At the Art Institute of Chicago, each department develops polemical ideas and objects that constantly redefine art and design. While the school does have several publishing venues, there was not a trans-disciplinary publication of high curatorial quality.

Trope was asked by the AIADO to explore the current landscapes of art and design publications and identify opportunities for the department to define a publication space. The name “zerozero” became the starting point for exploring a unique identity to conceptually package the notion of center and edge.

A point leads to a line, which leads to a plane. Since a point is a node, the “o” in Zero was used a central focal point. Up and down are amplified by the two words being flipped. To reduce the flat graphic nature, an etched line was added to the letterforms and the “o” etch line was offset to provide an illusion of dimension.
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ZeroZero: Proposed Logo
1 | ZeroZero Logo
The proposed logo had a gestalt of parts that made up the whole. The growth from the center to the edge amplifies the concept of node.
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