The goal for Whitewall Art Projects logo is to represent the clean and innovative ideas behind the business. To hold strong within the gallery and art market, while not detracting from the artworks they represent.

Including a Primary and Secondary logo, with icon and graphic mark, as explained below.

The Primary (two-line stacked design) for main use across most applications. A Secondary Logo, which is a long narrow (one line) variation to suit different styling for particular marketing material.

Icon style version designed with digital marketing and mobile use in mind. The variations, while all unified allow flexibility across various platforms and marketing collateral to build a strong brand identity.

The square encompassing the ‘W’ is representative of the traditional white walls of a gallery space while ensuring the singular ‘W’ as a recognizable graphic on its own. The ‘strike’ across the ‘W’ is symbolic of the ideology behind Whitewall Art Projects in being a space for Artists and the small commission base values, as well as depicting the forward-thinking, inspiring direction of Whitewall.

The additional element of the two strikes unifies and furthers this idea of the ‘strike’ across the ‘W’, created as a graphic element for marketing material.

The two strikes, “//” are often used by writers and creatives as a continuation, to show a new or advancing thought, implying there is more to come. This idea of, more to come, connects with the pop-up structure, the anticipation and exclusivity that is the what Whitewall Art Projects encompasses.