The new identity by Team was devised to bring the fair into a new era, reflect its significant growth, and stay true to its roots and values.
New York-based studio Team has created a new brand identity for Independent, an organisation known for showcasing amazing art. It features typefaces inspired by classic New York infrastructural signage.
Team’s Stephanie Zabala was the associate design director on the project and worked alongside senior designers Hua Chen and Derek Koch and creative directors Amy Globus and John Clark to develop the visual identity. “As a designer, I find working with folks in the art world exciting because I feel like there are unique creative avenues to explore that don’t always come up with other projects,” says Zabala.
When Independent was founded 15 years ago, it was a single art fair but has since evolved into so much more. Its initial branding was also not very distinct and no longer accurately represented its offering. Zabala defines Independent’s unique purpose as an arts organisation, putting it down to the fact that Independent works to “level the playing field for lesser known narratives in the arts space.”
Creating a design system that could morph and shift for different fairs while maintaining one cohesive overarching identity was a challenge. Zabala says the design team had to consider the range of art and artists involved, as the system needed to with and showcase all of them “without losing its own distinct identity”.
Since the organisation’s ventures and offerings have grown significantly, Team also recognised that the design direction needed to be “dynamic, versatile, and expressive” to fully realise Independent’s vision. On the other hand, Independent has built a strong reputation for being “the insider’s favourite fair,” and its perspective is still deeply rooted in New York, according to Zabala.
As a result, the final design concept was inspired by New York’s historic infrastructural details but designed to grow and expand as the organisation does.
Team designed a logotype for Independent using F37 Foundry’s K9 typeface, working with the type designers to modify it further. This bespoke version includes vestigial serifs that subtlety nod to old-school NYC signage.
The rest of the typography in the brand identity is inspired by classic New York infrastructural signage, such as the subway system and street signs. Team opted to use the Söhne type family, a sans-serif that was inspired by the type used in New York City’s subway system called Akzidenz Grotesk.
A graphic motif was also implemented across the brand, taking the “I” out of Independent and playing with the serifs to make a set of unique shapes. These serve as graphic elements or frames for artwork.
Zabala says: “The vestigial serifs are subtle in the wordmark and become really expressive in the brand system, acting as both the letter “I” and a framing device for the art that Independent showcases.
“By playing with the shape and intensity of the serifs, we could vary the expressiveness of the shapes and create super wacky shapes to change with every piece of art.
Independent’s new colour palette intentionally ranges from neutral shades to bright, unexpected colours, giving the brand flexibility. Zabala notes that Independent’s fairs show “traditional 20th-century art to contemporary works” and spotlight “internationally recognised artists and those with lesser-known narratives”.
She says: “We wanted to use a palette that deviated from the expected neutral space and use interesting colour combinations that could modulate depending on the context.”
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