For White Cube, the gallery home to contemporary artists such as Gilbert & George, Damien Hirst and Andreas Gursky, a complete new visual identity and rebrand was designed by B.A.M. Everything from invites and signage through to website and marketing communications has been reimagined. The new graphic identity embraces the migration of a print-based to a digital-first identity.
Following the gallery’s credo and name, the visual identity remains discrete, with a simple and elegant typographic treatment based on Beausite customized for the identity by Fatype. The different levels of contrast of the typeface – including the contrastless Beausite Classic– allow for a coherent, flexible and subtle graphic system to be deployed in all the mediums.