We’ve been featured in the July issue of the international magazine Brand, dedicated to Minimalism.
This is the text accompanying the spreads:
“The identity was designed for Studio 304, an artist studio for rent, and the 304 Slideshow, a curated biannual slideshow of photography and video hosted by Mara Catalan. The designer developed the icon in the logo from a simplification of the building’s characteristic structure where the studio is situated. The resulting image can also be seen as a representation of a slideshow, as verticals lines with different widths suggesting the movement and rhythm of moving film. The image was then applied in different lockups for the logotype and was combined with a bold and condensed typography. For the black and white posters which were printed to publicize some of the slideshow editions, the designer combined the condensed typography used for the logos with the photographs of Brooklyn. The type was superposed with a transparency effect, filling most of the poster’s photography with it, made it possible to be read either as text or as an image. The main constraint of the design identity was the character of the neighborhood where the studio is located. The branding needed to be not only urban and industrial in a Brooklynite way, but also contemporary and underground, according to the activities of the studio. Both the client’s depth of involvement with the neighborhood and the advantage to be able to use her own photographs made it clear since the beginning of the design process what the imagery would be. The designer added a minimum amount of simple and strong design elements to realize that vision.”