Billed as one of the most celebrated events on Australia’s cultural calendar, Sydney Contemporary has established itself as a must-attend art event and Australasia's International Art Fair. Our brand refresh for the fair represents Sydney as a dynamic cultural destination with an international reputation for presenting the very best in visual art.
The new identity draws it’s inspiration from The Carriagework’s architecture; huge arched windows surround the building and wavy corrugated roofing has been left exposed as a feature.
Famous Sydney architect Glenn Murcott uses corrugated metal in his structures, referencing the Australian vernacular style. The sheets of iron, in profile, resemble waves, building a connection to the Sydney coastline and lifestyle.
The logo’s wave like shape represents an abstract ‘S’ and ‘C’, which forms a lockup with the fair’s dates and venue. The wordmark uses a lowercase serif font, giving the brand a more mature tone and creates a dynamic contrast against the bold, graphic shape, keeping it fresh and light.
Staged at Carriageworks, Sydney’s striking multi-disciplinary arts precinct, the Fair welcomes over 90 galleries from around the world showcasing the work of over 400 leading and emerging artists from more than 12 countries.
The Sydney Contemporary logo has been created to be locked up with the location and dates in both vertical and horizontal formats