The Armory Show plays a unique role in New York’s art scene. Not just as New York’s most historic and prominent art fair, but as a gateway to explore what the City has to offer in art and beyond. Through the brand idea ‘The Gateway to New York art and beyond’ we positioned The Armory Show as a collaborative, open and innovative platform that also acts as a force for good for the local art scene.
To bring the idea of ‘The Gateway to New York art and beyond’ to life, we started with the logo. We connected the ‘M’ and the ‘W’ from the word mark to create a slash graphic that visually represented a gateway.
Inspired by distinctly New York textures, including construction patterns, manhole covers, subway tiles, and even the Hudson river, we then created bespoke abstract patterns that incorporated the angle of the slash graphic.