The Correct Time

Project Type

Art Direction
Identity Design




In this project for the Design Museum of Chicago, I was given the task to create the brand identity of an upcoming exhibition, The Correct Time. The exhibition expands upon an artwork initiated in 1989 by Barbara Koenen collecting 720 donated broken clocks, one for each minute in 12 hours, because even a broken clock is right twice a day.


Being a contemporary rejuvenation of the original exhibition, I went with a modern approach for the identity. The logo combines a clock and a checkmark, playing off of the idea that one clock in the exhibition will be the "correct time". The mark also creates flexibility throughout the identity, being integrated in graphic elements.
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