The passing of London Art Fair’s 30th anniversary provided the perfect opportunity to challenge the fair’s existing identity, and make sure it remains relevant and competitive in a field packed with alternatives. A project which looked closely at the fair’s existing and future markets, led to a new brand that champions the creativity, content and the artists.
The intention of the rebrand was to reduce the emphasis on a logo, and instead create a device that functioned quietly and confidently as a plinth for other content, helping to really position the fair as a platform for galleries and artists. Because of this, the rebrand introduces a structure of two parts.
On one layer the new type treatment and plinth logo, providing a consistent framework and visual anchor. On the second, seasonal, campaign based content which can flex and change every year. This space for campaign content acts as a variable layer, one which can take on multiple personalities.