Rudy Guedj designed the publicity material for I see I see what you don’t see, an exhibition organised by Het Nieuwe Insituut. Historically, large corporations and cultural institutions have contributed to a rich and experimental graphic-design culture in the Netherlands. This culture is under threat since even this category of clients opts for the standardisation of communications with the result that the public’s preferences are reinforced rather than challenged. To counter this stagnation the plans for a new graphic identity quickly turned to thinking about providing a new platform for graphic designers that would simultaneously form the identity and communications for Het Nieuwe Instituut.
