Alongside the custom lettering, the visual identity opted for an unconventional approach to colour whereby they forgo individual precise tones in favour of something bigger. “Our ‘All the Greens’ colour palette, inspired by Agatha Gothe-Snape’s site-specific artwork, embraces her concept of ‘undisciplined’ greens,” Mark explains, reflecting Pica’s fluidity and adaptability as a cultural institution. “Instead of a single, rigid tone, any green can be a Pica green,” he recalls, “whether it’s found in the trees surrounding the building, the clothing of visitors, or within the exhibitions themselves.”
Again drawing on Pica’s context to inform the identity, this chromatic notion refers to the exhibition, A Spacious Central Locationthat PICA curated in the 1990s. “Here, the original green of the Perth Boys and Girls School walls was uncovered and used in a piece,” he remarks, “further connecting Pica’s brand identity to its physical and historical context.” As a result, the identity becomes an organic element of the environment …