Anteroom
Contemporary art gallery · Brand Identity
Room for what’s next. Brand Identity by Madderquill, 2026.
The brief
A complete brand identity for an independent gallery that gives a new artist the whole building each season. It must be easy to recognise across the street, change every season, and never compete with the art.
The idea
The Open Frame. An anteroom is the room before the main event, so the gallery frames the art instead of being the picture. Four Vermilion corners stretch around anything — an artwork, a title, a screen. An elastic wordmark and one colour taken from each artist’s work change every season, while the house style stays the same.
Design direction
Bold, experimental, editorial and restless. Huge condensed titles, an ultra-wide wordmark, hard edges and a season colour that takes over every surface.
Typography
- Archivo (Variable typeface) — wide for the name, condensed for titles, regular for text. Free Google Font, SIL Open Font License.
- Instrument Serif Italic (Accent typeface) — artists’ names and quotes. Free Google Font, SIL Open Font License.
Colour
- Black
#0E0E0E - Paper
#F2F0EB - Vermilion
#FF3B1F - Concrete
#D9D6CF - Stone
#9A9892
Brand Identity by Madderquill
