Further adjustments and final design

Emailing the foundation about the possibility of having "40 years of Henry Moore 1977-2017" as the main headline revealed some context about the exhibition. The exhibition is a celebration for the Foundation's 40th anniversary, not specifically the work of Henry Moore, which the line suggests. A key difference that doesn't mislead the reader. The removal of the bronzed wording was due to legibility concerns. 

before

after

A major concern with the sans serif poster was the lack of movement in its design. A static design does not draw the eye to move across the page nor engage the reader, it effectively creates a flat and static design.

The sculpture's size is increased to give a better impression that the image is part of the overall poster rather than be 'constrained' in the right column in the previous design. This is a minor yet important change as it breaks the poster's rigidity. The left alignment of the copy is now in line with the sculpture's shoulder.

Changing the typeface to univers adds character to the poster's look, because Helvetica is so ubiquitous, and is already synonymous with previous Henry Moore posters. 

The increased leading of the dates allows for quick reading as well as creates visual rhythm for the poster. The increased leading, much like the sculpture's size, breaks the visual monotony of copy. This breaks down the large amount of copy into easier pieces for the reader. 

A muted Foundation logo is quiet and is in keeping with the poster's colour scheme. 

Overall these changes improve on the old design, breaking the rigid layout. Out of the two chosen posters, this will be sent for submission as it is a modern interpretation of the brief and aligns itself more so with the existing Henry Moore image.