In response to the theme of ‘Emotional States’ and taking inspiration from Charles Darwin’s seven universal emotions, Pentagram created and commissioned a series of arresting masks, handmade by Wakefield-based paper artist Andy Singleton and photographed by London-based John Ross.

In 1872, Darwin published ‘The Expression of the Emotions in Man and Animals’, in which he argued that all humans, and even other animals, show a shared universal range of emotions through remarkably similar behaviours. Today many psychologists agree with Darwin that certain emotions are universal to all humans, regardless of culture: anger, fear, surprise, disgust, joy, sadness and contempt.

While a significant amount of research supports the notion that these emotions manifest consistently across cultures, Pentagram’s concept moved away from the literal representations and used abstract masks ­­– rather than people or faces – to interpret and express the Biennale’s theme.

A universal phenomenon that spans centuries, masks have been used to interpret and illustrate the beautiful, the grotesque, the sublime – and everything else in between. Pentagram’s aim was to create a series of masks that could subtly, yet coherently, communicate this diverse range of emotional states.

In order to conceptualise the masks, Pentagram conducted an exhaustive audit of words, symbols, actions and facial expressions associated each of Darwin’s universal emotions. By compiling extensive mood boards, Pentagram identified re-occurring shapes and forms, which ultimately informed the visual signature of each emotion.

Pentagram decided to use paper to create the final masks, owing to both its flexibility as a material, and its capacity to inspire intimacy from the intricate nature of its craft. Working with paper-artist Andy Singleton in an iterative process of trial and error, the final form of each mask was defined, and subsequently sculpted.

Avoiding over-the-top and explicit depictions of the emotions in question, the masks allowed the viewer space to interpret and decode meaning; subtly reflecting the aims of the Biennale, as well as the competing designers and their exhibitions.

The resulting avant-garde masks, photographed by John Ross, brought the Biennale’s theme to life in a way that is independent of race, gender and age. The striking visual identity delivered captivating visuals that were applied across the event’s online banners, print, outdoor, social media and marketing materials – which were also designed by Pentagram.