The Shed

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

The creative process for The Shed's visual identity began with a broad phase of exploratory research, touching on several aspects such as logotypes, typographic compositions and pictograms. From the very first iterations, it was essential to capture the spirit of artistic convergence that characterizes the institution. Various avenues were explored, seeking to translate this diversity visually and balance legibility and aesthetics. The art direction's visual system is designed to reflect the flexibility and modularity of The Shed's architecture. The six-pointed pictogram, with an offset branch, allows the form to be stretched and the symbol to be visually adapted to a variety of contexts. This feature promotes coherence between the building and the visual identity, while emphasizing the idea of interconnection. In this way, the visual identity evolves with the environment, while maintaining a strong, recognizable graphic signature.