IDENTITY DESIGN, COLLATERAL + FONT DESIGN
Room is a new gallery in juta street, braamfontein, that aims to be an arts-led, multidisciplinary exhibition space mainly providing a platform for emerging artists to present their work. Like the name suggests, it is not a big space, consisting only of a single room. The approach of the gallery, however, is to use the small but well situated space to its advantage by curating shows that are smaller, creatively concentrated and generally more intimate. The space also functions as a node for collaboration, dialogue and creative exchange. We were approached to create a logo, identity and font for the gallery with the simple brief that it should represent the principles of the gallery as well as the artists involved.
We started with a font and created a typeface that would be a great device to represent the varied kind of artists involved in the project. We then stripped the font and the logo down to as little as was visually needed to still be legible, mirroring the ideology of the gallery to achieve something bigger than the confinements of the space. The reductive design approach is carried through various design, interior, signage and online elements, but always aims to represent the spirit of room as a small but ambitious project, with its artists' best interests at heart. It's clean and modern and playful, with perfectly round peephole o's that invite you in from outside to take a peek.