YDP is a non-profit project space for Asian and Asian diasporic contemporary art, founded by arts philanthropist Yan Du. Based in a historic house on London’s Bedford Square, YDP supports artists through exhibitions, residencies and collaborative projects.
The visual identity reflects the boldness and diversity at the core of YDP’s mission, centred around a bespoke headline typeface built from simple geometric forms. As seen in the logo, the typeface subverts convention by combining upper and lower case letters, using oversized periods, and alternating round and square counters. Through these unexpected touches, the modular typeface mirrors YDP’s approach to cross-cultural exchange.
Within the space, signage is applied with restraint, in gently curved lines that guide visitors through the spaces. These curves echo the cornices and ironwork of the Grade I-listed Georgian architecture, set in a customised version of APFEL Type’s Friedel with curved characters that complement the forms of the headline typeface.
The unexpected colour palette brings warmth and playfulness to digital and print communications, extending to the website where the logo’s geometric shapes form flexible frames for imagery. See the full website here.
YDC Display is also used for the complimentary identity of YDC, Yan Du Collection. Read the full case study.
The standard version of Friedel is available to purchase.
Website Build: Simon Rogers. Photography: Thomas Adank.
