Hood Century

Visual Identity

Hood Century is a speculative identity project developed in response to the preservation movement founded by Jerald Cooper.

The work explores the intersection of modern architecture and Black cultural identity, translating the concept of “Black modernism” into a distinct visual system.

This project is an independent interpretation — reimagining how Hood Century could be expressed through identity, spatial design, and visual language.

Defining A System

The identity system draws from architectural forms, historical references, and contemporary cultural expression.

Typography and color operate as structural elements — referencing the geometry of modernist architecture while carrying the rhythm, attitude, and visual language of Black culture.

The result is a system that moves fluidly between built form and cultural expression.

Visual Language Development

The visual language is grounded in familiarity — drawing from the textures, symbols, and references embedded within urban environments.

By merging influences from rap culture, architecture, and community spaces, the system reflects a perspective that is both contemporary and deeply rooted.

Rather than imposing a new identity, the work amplifies an existing one.

Exhibition & Spatial Design

The identity extends into a speculative exhibition concept situated in Leimert Park, Los Angeles, translating the visual system into a spatial experience.

Through scale, color, and placement, the exhibition explores how “Black modernism” can be encountered physically — positioning identity as immersive, not just visual.

The exhibition curates stories of local Black communities alongside archival materials and cultural references, reinforcing the importance of preserving and expanding the history of Black modernism.

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