MAP is a forward-thinking foundation, passionate about championing the most exciting emerging visual artists in the contemporary art world and driven by the ambition to connect them with the widest possible audience.
We came up with a visual identity and brand tone of voice that embrace a fresh perspective — an opportunity to add a new dimension to the Miami art scene.
The identity is underpinned by the strikingly simple and unapologetically bold defining statement that we defined:
‘Less words. More art.’
Taking this brand approach literally, we have designed an identity that puts the focus on core design elements (mainly typography and colour), without a need for ornament.
The colour palette is vibrant, reflecting the foundation’s energy and optimism. It is versatile and responsive, allowing colours to be sampled from chosen artworks to create more harmonious communications.
With typography playing a prominent role in the visual expression, it needed to bring character. A Gothic was chosen for its distinctive detail and personality, which, along with a bold color palette, can uniquely convey MAP’s voice.