Inhotim Temporary Occupations : Hardy Design – Estúdio de Design e Branding

Inhotim Temporary Occupations

Estufa Label – Inhotim Design Studio

Brand identity and signage for Inhotim Temporary Occupations, a special program dedicated to performances and occupations, in 2017.





In 2017, Inhotim’s Temporary Occupations program was launched with the goal of providing a new experience at the Park, involving various performing artistic attractions.

The project inaugurated a new rhythm at Inhotim: the ephemeral, which joined the permanent and temporary exhibitions. It also set out to offer the visitors a polyphony of artistic expressions. Thus, the brand identity was based on three pillars: ephemerality, polyphony, and occupation.

The underline symbol is used as a graphic element, representing something to be occupied, like a blank to be filled. It was inserted in the name lettering, as well as in the typographic games, showing up in different lengths. The word “occupation”, in turn, takes on several meanings: occupy time, occupy space, occupy someone else’s place, occupy Inhotim.






O cinza assume papel predominante na paleta de cores. Como a cor de transição entreGrey plays a predominant role in the colour palette. As the transition colour between white and black, it stands for the space between nothing and everything, the transit between two poles. In this sense, it is in dialog with the concept of occupation.

Inhotim images received a motion blur treatment, as a representation of experiencing a day filled with events that remain only in memory. Finally, several typographic games in intense colors exemplify the concepts of occupation and polyphony, surprising with different ways to present information.

By proposing a multiple occupation of Inhotim, the identity was deployed to the Art Center’s event signage system, in order to guide the public through the routes and venues where the performances would occur.









Creative Director: Mariana Hardy
Executive Director: Cynthia Massote
Design: Fernando Dias
Project Manager: Ricardo Lopes
Graphic Production: Gabriela Silva
Photos: William Gomes