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  • Bam-whitecube-graphicdesing-itsnicethat-03

    B.A.M’s new identity for White Cube is an “evolution rather than a revolution”

    London-based design and art direction studio B.A.M recently started work on its identity for White Cube gallery, with an unusual aim: “I have a strong view that an identity, especially for White Cube, should be invisible,” co-founder of the studio David McKendrick tells It’s Nice That. Across its galleries the White Cube houses impeccable artworks and B.A.M quickly identified this as a focal point. In turn, the studio didn’t want to design an identity which would draw eyes away from the likes of Gilbert and George or Tracey Emin, but instead, build the graphic design foundations which would house the artworks, and enhance them too.

    Lucy Bourton
Lucy Bourton

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