Arab Spring & Aaron Winter

For the designers of 75B the domain of the arts is an indispensable field of activity. In this book 75B puts the importance of the world of commissions into perspective. Leaving out the competition-winning house style designs and arresting logos, it focuses instead on the work given over to seeking, finding, failing. The dark side, the failures, imperfection – these are essential elements of their works.
They consider autonomous artistic research to be an intrinsic component of their practice. For the field of the arts is the place to engage with the basics. No goal, no immediate perspective of possible applications, no client. The fundamentals of graphic design and those of the fine arts are so far apart that 75B has amassed an ambivalent body of work. This duality reveals itself in communicative work done for clients alongside experimental work done for themselves. The dichotomy of this practice gives it a contradictory and almost absurd character, and although their work seems simple, immediate and lucid it is often ambiguous and twopronged as well.