Case Study: Storefront for Art and Architecture marks 40 years with a custom identity from Pentagram

Storefront for Art and Architecture marks 40 years with Pentagram

Storefront for Art and Architecture, a New York City gallery, wanted to celebrate its 40th anniversary with a visual identity that reflected its history of discourse on civic space and its resourceful, constrained nature. The institution partnered with design firm Pentagram to create a brand identity system for its retrospective exhibition and annual benefit event.

Pentagram designed a custom typeface that could expand and contract horizontally, echoing the gallery's dynamic façade and the thematic push and pull of public and private space in the city. This flexible identity was applied to the exhibition graphics and benefit collateral, successfully tying the gallery's archival history to its contemporary mission. The solution included a special newsprint for the retrospective that also unfolded into a poster, effectively communicating the institution's story.

Storefront for Art and Architecture