More Pictorial Than Ever
I will present some of the identity design work that we did for the Chinese audience. The language Chinese is based on hieroglyph – combinations of abstracted pictures – and that pictorial nature inspired more expansive and expressive ways to design typography. In the digital age where identity design in the West is becoming more and more reductive and streamlined, Chinese typography provides an interesting contrast to the current design condition we’re in.
Natasha Jen was born in Taipei, Taiwan and studied graphic design at the School of Visual Arts in New York City, where she received her BFA with Honors in 2002. She has worked at Base Design as a senior designer on fashion and brand identity projects, at 2×4, Inc. as an art director leading large-scale branding, exhibition, environmental and editorial projects, and at Stone Yamashita Partners as creative director. In July 2010, she established her own studio, Njenworks. She joined Pentagram’s New York office as partner in April 2012. Natasha’s practice has been notable for crossing media genres, drawing on references from a diverse range of cultural, historical, aesthetic, and technological sources. Her work encompasses brand identities, environmental design, multi-scale exhibitions, signage systems, print, motion and interactive graphics, created in collaborations with universities and professional organizations, museums and galleries, and retail and fashion brands. Her clients have included Nike, Harvard Art Museums, Guggenheim Museum/Foundation, OMA, REX, Wexner Center for the Arts, Kate Spade, and many more.