Stephen Friedman Gallery represents established and emerging artists working internationally, and is recognised amongst the world’s leading galleries in the field of contemporary art. We were commissioned to design a new visual identity for the Gallery, and drew inspiration from the beauty, conceptual rigour and playfulness of the artists they represent.
The new visual identity is precise and pared-back, prioritising the work of the artists throughout. The new logo references the International Style of graphic design that was prevalent during the mid twentieth century, through its use of title case and a sans-serif typeface, GT America.1 The bright blue that appears on key items such as totes and paper book bags provides a distinctive brand colour, and is a key identifier for the Gallery and its printed materials.
GT America is a contemporary typeface that bridges the gap between 19th century American Gothic and 20th century European Neo-Grotesk typefaces, utilizing the best design features from both traditions. For the logotype, it has been adjusted slightly, with the dot of the lower-case i changed to a circle, and a wider upper-case G. ↩