London Art Fair is just around the corner. Coming only a few weeks after the country’s eaten more roast potatoes than logically makes sense, the Fair – which runs between 16–20 January 2019 at the Business Design Centre – showcases globally renowned modern art, as well as putting a focus on championing the work of cutting-edge contemporary practitioners.
Next year’s show will be the Fair’s 31th anniversary and to celebrate three-and-a-bit decades in the game, it’s decided to enlist Studio Thomas and photographer Amy Currell for a full-on rebranding.
Together they’ve provided a slightly toned-down London Art Fair logo, which they say “creates a device that functions more quietly and confidently to position the fair as a platform for galleries and artists.” In addition to this, they’ve deployed a new type treatment and plinth logo which, “provides a consistent framework and visual anchor, supplemented by seasonal, campaign-based content which can flex and change every year.” Just what every art fair wants and needs.
Studio Thomas and Amy have also paired up for the creative aspect of the identity, honing in on the idea of the “anticipation of the reveal” as their primary theme. With this in mind, they’ve worked on a series of stills and short films taking abstract, textural images and using them to create varying tones.
Of the project, Studio Thomas says, “We aimed to create a brand that gives the floor to the galleries, and celebrates the art, whilst also creating a space for changing and exciting content to keep the Fair feeling fresh, year on year.”
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