Theme or characteristic found in various stories or situations.

Sims Reed Gallery

A long-established institution and one of London’s finest galleries in the heart of St. James’s that specialises in modern, post-war and contemporary original prints and works on paper.

The gallery holds an extensive inventory of works by leading artists of the 20th century alongside major contemporary artists. These include David Hockney, Bridget Riley, Andy Warhol, Roy Lichtenstein, Richard Estes, Joan Miró and Pablo Picasso.


Sims Reed Gallery

We were asked to help give structure and order to a wide range of collateral that had over the years felt disconnected to the gallery and lacked any brand voice. We began by looking at the logo and how to create something more contemporary, something that would set them apart from their competitors in the area – which have a noticeably more traditional aesthetic.

Various exercises and experimentation helped us to create an additional monogram to support the logotype. This monogram is used as a signature, a reassurance and a seal of approval/authenticity to help the client feel confident and relaxed that they are in safe knowledgeable hands.

The body copy and supporting typeface are rooted in tradition but by enhancing its scale gives us something strong, bold and clear that compliments the logotype. This new typographic structure was carried across an exciting array of company collateral, from invites and catalogues to website and stationary.

The typographic structure was carried over on the website. The full extent of the playful scale of type can be found on the viewing room, here you can dive deeper into works with editorial and large images leading you through digital exhibitions.