Time Loop Exhibit Logo

Element Award — Logo/Wordmark

*TRACEELEMENT

Dallas, Texas, USA

Time Loop is a nighttime art experience in the North Forest of Crystal Bridges Museum of American Art, immersing visitors in light, sound and projection mapping to explore themes of time, space and wonder. Crystal Bridges asked for a graphic system to support the exhibit, its marketing and gift shop merchandise, starting with a logo that could be as striking in black and white as in full colour.

The design team began with sketches inspired by the passage of time, presenting three unique directions. The chosen concept captured the exhibit’s central idea of “fractured time,” echoing the fragmented, immersive quality of the artworks themselves.

The final logo employs a monospaced typeface that nods to flip clocks, while broken yet fluid letterforms freeze a moment in motion. The result was a visual identity that felt both precise and dreamlike: perfectly aligned with the spirit of Time Loop and adaptable across environments, from marketing collateral to merchandise.