AMP is a contemporary art gallery in Athens, Greece, for which we developed an identity, print collateral, and a website.
Since the gallery shows a wide variety of work and artists, we wanted the identity to be correspondingly flexible. We built a logo around the gallery’s contact information, and structured it to accommodate a secondary typographic treatment which changed for each exhibition.
When the gallery wanted to communicate about itself generally, it used its logo, whether in isolation or as a repeating pattern. When it wanted to brand exhibition-specific material, it used the full exhibition mark, which included the name and date of the show.
This system extended across all printed and online material, including the invitations for each show, which were designed to be mailed as folded posters.