Reimagining the brand identity for one of the country's best-loved art spaces.
We worked closely with the Fruitmarket, one of the country's best loved art spaces,
on their values, brand strategy, visual identity and website as they opened out their
space into the warehouse adjacent to their existing gallery.
on their values, brand strategy, visual identity and website as they opened out their
space into the warehouse adjacent to their existing gallery.
We rose to the challenge of creating a flexible, inclusive and welcoming visual identity that would not only reaffirm the Fruitmarket’s world-class reputation as a cultural space but also build upon the venue’s rich visual legacy.
Drawing on a design lineage that included Peter Saville, Alan Fletcher and Unreal Studio, we explored identity concepts based around an ‘F’ form. Simple, bold and iconic, it is a continuation of the rich visual lineage of the previous identities. The new marque represents the physicality of an an ever-evolving space that serves as a
container for ideas.
container for ideas.
The iconic Fruitmarket pink colour lives on in brand applications, while signage and outdoor adverts are simple but striking.
It was quite the journey, from workshopping brand values with the Fruitmarket team to delivering finished assets for print, digital and social. We were delighted to finally experience the inaugural exhibition from Scotland’s own Karla Black in July 2021 and
the acclaimed installation from Jyll Bradley earlier this year.
