Process
Viridian Artists is an artist-owned gallery in Chelsea, New York. The fifty year old space houses solo and group exhibitions on a monthly basis, providing a platform for late career artists to showcase their artwork outside of the traditional gallery setting. As the buisness changed ownership I was tasked with redesigning the Gallery’s logo.Rebranding the gallery’s identity required honing in on key values of the buisness. The physical space is a central part of Viridian’s community. The logo had to feel simple, pogniant, and honest. To this end I chose to focus on the Gallery’s floor plan translating a sketch of the plan into a simplified graphic.
Outcome
The final logos integrate a san-sarif type face with the simplified floor plan graphic. Embelished borders create a shadow effect balancing the thickness of the type. The Gallery’s historical logos utilize a pantone green, and I carried this over into color mock-ups giving a familiar feeling to the design for long time residents of Viridian.