Client: Stephen Cohen
Los Angeles

Artfairs Inc. aims to introduce mass audiences to contemporary art by making it more accessible. The company’s identity system had to work on multiple levels — giving a clear identity to the core brand and engaging identities for individual fairs. We decided that each fair should be clearly identified with its home city so we developed a system that could be transformed over time and could expand and contract without losing its recognition. The system puts the core logo on center stage and can be used alone or alongside any number of other fair’s logos. It is flexible enough to allow each of the fairs, Photo LA, Photo SF, Photo NY and Art LA to be implemented independently.

Creative Direction and Design.