The visual identity of the exhibition 'On the Origin of Art' is based on the theories of the four curators/evolutionary scientists Steven Pinker, Mark Changizi, Brian Boyd and Geoffrey Miller who respond to the question by Mona owner David Walsh 'Why do we make art - from a biological point of view?' with an essay (catalogue) and a selection of artworks (museum) supporting their theories. The logo connects all four curators and individual break-ups of the logo (DNA) form a symbol for each of them. They are placed on the entry of each exhibition section in the catalogue, in the physical exhibition as well as on the website navigation. They are also part of each curators names and glow-in-the-dark ink reveals the symbols on the invitations, T-Shirts and on the catalogue cover. The light spiral hero image represents evolution and continuation. It contains approx. 500 artworks including J.Koons, Y.Kusama, P-A.Renoir, UVA.