Belle & Culottée

How to create an artistic direction for The Shed that expresses both its architectural modularity and its commitment to cultural inclusivity?

The creation process for The Shed's visual identity began with a broad phase of exploratory research, touching on various aspects such as logos, typographic compositions, and pictograms. From the early iterations, it was essential to capture the spirit of artistic convergence that characterizes the institution. Different pathways were explored, seeking to visually translate this diversity and balance readability with aesthetics.

The visual system of the artistic direction is designed to reflect the flexibility and modularity of The Shed's architecture. The six-branch pictogram, with an offset branch, allows the shape to stretch and visually adapt the symbol to various contexts. This feature fosters coherence between the building and the visual identity, while highlighting the idea of interconnectedness. Thus, the visual identity evolves with its environment while maintaining a strong and recognizable graphic signature.