West Space is a non-profit artist-led organisation supporting the activities of artists within a critical context. Within Melbourne, and internationally, it has a reputation as a challenging, experimental, forward thinking, exploratory, and diverse gallery. It was important to that the brand reflected it’s self image.
The identity uses a formulated structure, based on one grid, designed to adapt to different sized images, different amounts of copy, artists names and exhibition titles. This is to ensure straightforward implementation and to allow the brand to constantly have consistent collateral. The logotype two contrasting typefaces, GT Pressura from Grilli Type, and a custom font designed specifically for the logotype. The angular typeface represents the forward thinking, digital aspect of the gallery and the softer and rounder typeface represents the more traditional, friendly and open aspects of the gallery. When combined, the contrast reflects these two sides of the gallery, it reflects a unique, responsive and experimental space. The choice of the supporting typefaces echoes the thinking behind the logotype.