The assigned brief was to design a polymorphic logo for an upcoming art gallery in South Africa called Francis Museum of Modern Art. The design would be inspired by the gallery's location or artists that it will exhibit. Alongside the logo, the company's stationery, promotional items, website and corporate standards manual was also designed.

The aim of the logo was to represent the suburb of Linden, African modern art and Johannesburg as one coherent whole, in a space in-between. The Uitvolgrond, or ‘space in-between’ was the triangular piece on no-man’s land that was used as the first building site of the city of Johannesburg. 

Linden is embedded in our memories on a personal level through it’s serene sounds that are in a constant flux, and the FMMA logo represents this through an ever-changing sound reactive system. The word that defines the logo is ‘space’, both in context and in function. Thus, ‘space’ is the word which creates the logo too.The shape represents stability and calmness at it’s core. It shows where we came from, where we are going and a place of safety. It’s easy to see that Linden looks like a modern day uitvolgrond – a safe space from the Joburg buzz. The triangular grid gives the logo a strong, bold geometric style that compliments the trendiness of Linden’s streets. 

The logo visualizes changes in pitch and amplitude of voices through different colour combinations and a moving grid, revealing the personalized space of each individual.

The average amplitude of a voice is calculated in decibels to visualise the spot colour and ratio
of the logo. The ratio sizes and coordinating colours are fixed with one another.

The highest pitch of a voice is recorded in hertz which makes up the 2 primary colours of the
logo. These colours are paired with the related amplitude spot colour and ratio to create the
individualized logos.

The gallery itself changes with it’s visitors. When someone stands in front of the main logo and says ‘space’, the logo and the entire gallery space will react, changing to the system which represents that individuals pitch and amplitude. We all work together to keep the gallery dynamic.

Cera Pro is an open, clean, san-serifed typeface with a friendly feel that compliments the intense icon and balances it out. It is also a semi-geometric typeface that again compliments the brand's icon well. It is a typeface that can be used across multiple disciplines and keeps the
tone of the brand consistent.

The stationery is personalised too, with each employee receiving their own system which
represents their voice. A new employee’s voice will be recorded saying ‘space’, and their corresponding logo will be used across all of their stationery.

The homepage of the FMMA website will have a reel of images of the artworks currently on display. Every exhibiting artist will have their personalised logo created, which will be used as the main colour system of the website during that time. A quote of theirs will be used in conjunction with the dates of their exhibition

Stickers are used as a promotional piece to encourage engagement and a stronger sense
of community. Users have the opportunity to discover their own logo through a voice
visualiser on the website. Once completed, their sticker will be printed free of charge and
can be recieved when visiting the gallery.