Independent
Independent was founded in 2010 as a refreshing voice in a homogenous art landscape. Its original art fair, a consciously-scaled, curatorial-focused exhibition at the former Dia Center for the Arts, developed a strong reputation as the “insider’s favorite fair.”
Fifteen years on, Independent has grown into a leading arts organization working to create a level playing field in an increasingly unequal art ecosystem. The organization produces multiple art fairs, year-round events, research, editorial content, and a consultancy dedicated to gallery practice.
Team worked with Independent to craft a robust strategic framework and brand identity that fully reflects the organization’s visionary evolution from a seasonal event to a vital support system for artists and the industry. Refined messaging and brand architecture further clarify their transformation, positioning the organization for future growth as it continues to expand its ambitions and offerings.
The visual identity builds on this strategic evolution with a bold, uncompromising custom logotype. Working with F37 Foundry, Team modified their high-contrast contemporary K9 typeface, adding vestigial serifs inspired by the enamel lettering found in NYC infrastructure.
Independent’s dynamic positioning comes to life visually with an expressive brand motif based on the logotype’s I glyph, a wildly adaptable visual system that flexes from restrained to expressive. With a ranging, digital-first color palette, the brand system is flexible enough to work seamlessly across Independent’s multiple offerings. Throughout, the visual identity gives classic details a contemporary twist, preserving historical context and modernizing it at the same time.
Independent has set out a bold vision for a better art world, with a bold identity to match.
