London Gallery Weekend
London Gallery Weekend
Identity
London Gallery Weekend takes place over three days, each focusing on a different area of London. It provides an opportunity to discover and explore London’s world-class gallery scene, celebrating the city’s diverse cultural and creative communities. It is the world’s largest event of its kind and unique among global gallery weekend events in the breadth and diversity of its participating galleries.
Celebrating the diversity and dynamic energy of the city, the identity is inspired by the London brick and the indentations on its surface, which are called ‘frogs’. Patrick Fry’s Brick Index served as a remarkable source for identity. The book takes the humble brick as a starting point and relishes the textures, colours and graphics debossed into their frogs. The London brick provided an appropriate reference for an identity that needed to capture the spirit of the city and its geography.
For the type mark, we chose the English Egyptian, arguably the first sans-serif printing type to be sold commercially. Designed by William Caslon in London around 1816 and digitised by Abyme, its features are distinctively English, and the typeface has a strong connection to London.
We combined the English Egyptian with shapes inspired by brick frogs and an unusual colour pattern, which we have been updating for the London Gallery Weekend since our initial collaboration in 2021.
2021–ongoing
