ATHICA Rebrand Proposal

CURRENT LOGO

PROPOSED LOGO

PROPOSAL

The proposed logo redesign o ers a fresh and inpsired perspective for ATHICA. Departing from the unremarkable, the new logo serves to better reflect your values and set you apart as an organization. The marks center themselves around the concept of art as a window to the world and positions the gallery as a gateway to inspiration, creativity, and imagination.

Drawing inspiration from the simplicity and wonder of building blocks, the logo's individual letters encourage childlike curiosity and the rearranging of ideas. The rounded letter design creates a welcoming and friendly tone, yet the accompanying copy still maintains an institutional edge that befits the name.

The logo's basic geometric shapes of circles, squares, and triangles convey a sense of balance, symmetry, and elegance. Together, our new logo better captures the essence of ATHICA and embodies the transformative power of art.

REVISIONS

In these comparsions, you'll notice that version 1 of the logo has a more angular and blocky design, with sharp edges that give it a more rigid, brutalist feel. However, after careful consideration of the feedback we received, we decided to go in a di erent direction with version 2. The new logo features softer, rounded edges that convey a sense of approachability and friendliness, while still maintaining the reflexive qualities of the previous version. We also remade all of the letters in the wordmark to create better balance and cohesion, resulting in a more harmonious and cohesive mark. We also changed the font to Museo, a more accessible option that is readable, professional, and comes in standard and rounded options that both work well with the logo. Unlike Acumin, which is locked behind Adobe Fonts, Museo is widely available across a range of platforms, making it a better fit for the digital world. We hope this transition to Museo will make the logo more versatile and practical for ATHICA's needs.By overlaying the two versions, we hope to clearly highlight the di erences and improvements made in the redesign process.

VERSION 1

VERSION 2

LOCKUPS

The logo is designed to inspire and encourage creative exploration. The letters of ATHICA are like puzzle pieces, o ering endless possibilities for imaginative play and expression. Our logo's adaptable lockups provide versatility and flexibility for a range of applications, showcasing our commitment to creativity and innovation. We have selected four lockups to be the main brand representations, but we also encourage the ATHICA team, as well as their audience, to rearrange them in any way they feel is right for the moment. Our goal is to capture the essence of ATHICA as a gateway to inspiration, experimentation, and transformation, and to ignite a passion for contemporary art. We believe that our logo will spark the curiosity and imagination of our audience, and inspire them to piece together their own unique visions through the power of art.

LETTERFORMS

When creating the ATHICA wordmark, we took a grid-based approach to ensure structure and consistency in the design. We crafted each letter with a careful attention to detail, adjusting the grid as necessary to improve legibility and overall visual appeal. While the letters are not based on any particular font, they work together to create a cohesive and distinctive brand identity. The result is a dynamic and flexible logo that can be adapted for various applications, while remaining true to ATHICA's core values and aesthetic.

Kerning based on optical consistency, rather than equal spacing.

Concessions to the grid were made for a more visually consistant look on the “A’s” and “I”.

When overlayed, all of the letters fit neatly together within the square grid.

SCALABILITY

COLORWAY

The primary colorway system for the ATHICA redesign is black and white, which serves to create a timeless and sophisticated look while allowing the artwork to take center stage. In order to incorporate the diverse range of artists that exhibit in the gallery, we have decided to let the artwork itself define the secondary color palette. This approach ensures that the gallery's identity remains flexible and adaptable while still maintaining a cohesive and professional aesthetic.

TYPOGRAPHY

The font family "Museo" was chosen for the ATHICA logo for several reasons. Firstly, Museo is highly legible, making it easy to read the letters in the logo even at small sizes or from a distance. Additionally, it has a clean and modern look that conveys a sense of professionalism and sophistication, which is fitting for a contemporary art gallery. Museo is also web-friendly, ensuring that it displays well on digital screens and is optimized for web use. Furthermore, Museo comes in a wide range of weights, from light to extra bold, providing flexibility in designing various pieces of collateral. Finally, the font maintains an institutional feel that aligns with ATHICA's name, while still being approachable and friendly. Museo is a well-established font with a strong reputation in the design community, created by the respected designer Jos Buivenga, and is widely used across a variety of industries and applications.

MUSEO SANS

MUSEO SANS 700

THANK YOU!