Richard Serra Sculpture: 40 Years Exhibition
An invitation created for the exhibition at MoMA honoring Richard Serra’s 40 years of sculpture work.
Form
Richard Serra is known for his large-scale sculptures, that encourage viewers to engage in by walking around or through the structure. The form of the invitation is modeled after his sculptures, and it encourages the viewer to read the invitation from all angles.
Texture
The rust texture was important to include, as many of Serra’s works are created from large sculpted pieces of metal—many that have that beautiful color and texture.
Monochromatic and clean
This creates a branding for the exhibition that could be carried across other advertising materials for the show.
Challenges and process
Getting the form of this was the most challenging aspect—I didn’t want it to be too complex because of the simplicity of Serra’s works, but I did want the guests to get a feel for how his work is meant to be experienced. Played a little bit with line to emphasize the form of his sculptures, and having a curve on the ends of the invitation to give the shape some variety.