Founded in 2010, Independent is a renowned arts organisation that began life as an art fair in New York focused on providing inspiring art encounters for a well-versed audience. It has since grown to encompass multiple art fairs, year-round events, research, editorial content, and a consultancy dedicated to gallery practice.

With such a big expansion under its belt, and more growth on the horizon, Independent needed an identity that could accommodate its diverse output and ambitious vision. It reached out to Brooklyn-based independent strategy and design studio Team to come up with a visual system that was punchy, flexible, and in keeping with its thoughtful approach.

The resulting brand identity establishes Independent as an engaged and engaging art platform, with a robust framework that lets the brand shine whilst not overshadowing the art itself.

At the centre is a new logo that utilises F37 Foundry’s high contrast modern K9 typeface with additional serifs inspired by the enamel lettering found in NYC infrastructure. This updated logo strikes a delicate balance between refinement and expression, setting the tone for an identity that seeks to do the same.

Following suit, a recurring brand motif based on the ‘I’ monogram serves as an adaptable visual device for framing a wide range of content. Moving from its most legible version to more abstract interpretations of its original form, it allows Independent to dial the brand’s expressiveness up and down depending on context and desired effect.

Equally, the colour palette, which is by turns vibrant and subdued, allows for moments of bold expression, as well as more subtle communication. Brought together, monochromatic elements meet eye-catching pops of colour across several touchpoints, encouraging viewers to explore Independent’s diverse range of offerings.

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