OK-RM's brilliantly versatile identity for Miami art fair Untitled

Date
28 January 2016

There are identity systems, then there are identity systems like OK-RM makes them. This latest project saw the London-based agency design the identity, environmental campaign and online touchpoint for Miami contemporary art fair Untitled; creating a modernism-inspired look that manages to be both consistent and unexpected throughout its various applications.

OK-RM worked with the fair’s curators Christophe Boutin and Melanie Scarciglia on the project, and says it looked to the “principles of rational and functional design laid down by modernism” for inspiration.

“The name of the fair, Untitled, is a direct reference to the ‘caption’ that permeates art,” OK-RM explains. “Taking this as a starting point, we developed a sentence structure for headline typography making the comma and full stop distinctive components.”

The beauty of the identity is that it can be quiet and understated where suited – on the stylish grey and white business cards, for instance – or loud and punchy, emblazoned on bright pink hoardings. Applied across the fair’s website, which was developed with Benedict de Silva, the look and feel works alongside a functional navigation.

“Today, as user’s interact with more complex and connected systems across multiple devices, it is becoming clear that a user’s experience with a system is defined by an increasingly common set of signs, symbols and nomenclature,” says the agency. “In response the website’s myriad pages, buttons, links and transitions feature an exaggerated interface. The implicit made explicit, an idea often explored by the more reflexive moments of conceptual art.”

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OK-RM: Untitled Art visual identity

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OK-RM: Untitled Art visual identity

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OK-RM: Untitled Art visual identity

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OK-RM: Untitled Art visual identity

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OK-RM: Untitled Art visual identity

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OK-RM: Untitled Art visual identity

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OK-RM: Untitled Art visual identity

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OK-RM: Untitled Art visual identity

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About the Author

Emily Gosling

Emily joined It’s Nice That as Online Editor in the summer of 2014 after four years at Design Week. She is particularly interested in graphic design, branding and music. After working It's Nice That as both Online Editor and Deputy Editor, Emily left the company in 2016.

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