The Logo
The "Shifting Expectations" logo is a physical representation of a shift. This was accomplished by flipping the transparency of the letters, specifically on the letter 'I'. In this case, the 'I' can be seen either in solid color or as transparent depending on how you look at it. This creates a subconscious switch from the solid letters on the left to the transparent letters on the right, allowing the viewer to read the word without interruption
The Poster
This was a joint collaboration between myself and another student in the exhibition. She originally created an abstract poster background which allowed me to work with some different configurations for the title and information. We chose to keep things simple with just the location and time so that passersby could easily acquire the information.
First Attempt
As with many designs, sometimes the first attempt doesn't always work out! This was my first attempt at creating the logo. I thought I had an interesting concept leaning into the vertical shifting of the letters. However it wasn't easy to see the 'I' in "Shifting," causing the word to look more like "SHFTING." Due to this, the first design was scrapped.
