Fruitmarket

Reimagining the brand identity for one of the country’s best-loved art spaces.

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We worked closely with the Fruitmarket on their values, brand strategy, visual identity and website as they opened out their space into the warehouse adjacent to their existing gallery.

For over forty-five years The Fruitmarket Gallery has been a key part of Scotland’s cultural landscape, sharing world class modern and contemporary art with ever-increasing audiences. The Fruitmarket had a unique opportunity to reinvigorate their existing gallery and build an inspirational new space for creative and collaborative working.

We rose to the challenge of creating a flexible, inclusive and welcoming visual identity that would not only reaffirm the Fruitmarket’s world-class reputation as a cultural space but also build upon the venue’s rich visual legacy.

Drawing on a design lineage that included Peter Saville, Alan Fletcher and Unreal Studio, we explored identity concepts based around a bold, iconic ‘F’ form.

To complement the marque we introduced timeless neo-grotesque typography. With a slight nod to rail travel, this typeface subtly plays on the Fruitmarket’s location without feeling too forced.

The iconic Fruitmarket pink colour lives on in the brand, where application is simple but striking.

It was quite the journey from workshopping brand values with the Fruitmarket team to delivering finished assets for print, digital and social, so we were delighted to finally experience the inaugural exhibition from Scotland’s own Karla Black in July 2020.