EXAMPLES AND RULES OF USE - 2025
Tinted filters applied to the windows in the reading room of The House of Collections (Safnarhúsið).
The colour chosen complies with the brand guide of Finance Iceland (SFF) – the lobby group for the financial sector. The brand guide of Finance Iceland (SFF) involves an overall strategy for businesses with membership to the association. It includes recommendations for applying the colour coded HEX #004853 as a filter on photographs, along with options for degrees of transparency and a selection of secondary colours to choose from.
The colour filter in the windows of the reading room effectively tints the room and its occupants in this recommended shade during daylight hours.
The filter also works in reverse to colour the rest of the world as it appears outside the windows. In this case, the view happens to look onto the neighbouring Ministry of Finance.
The branding guide for Finance Iceland (SFF) is among the subjects explored within the lecture Heimir (2025) that took place in the same location within the program of Sequences XII.
The exhibition is supported by Starfslaunasjóður listamanna and Myndlistarsjóður.