The logo is rooted in Art Tabor’s brand DNA. The horse mark symbolizes the nomadic origins of the art space and its continuous evolution. Art Tabor used it as their symbol long before the brand refresh, but we structured it using a grid following consistent steps. The entire visual system expands from the logo itself, utilizing modular geometric forms built from its structure. These forms can be used as graphic elements or as containers for photography, for example in exhibition posters.

The color strategy relies on a high-contrast duo palette paired with a neutral tone. This combination gives the layouts a clean, artistic look, ensures great contrast, and keeps the branding recognizable across different media.

In addition to the geometric shapes, I introduced fluid lines that symbolise expressive brush movements and bring raw energy to the layouts. This organic approach is balanced by a strict grid system, ensuring structural consistency across platforms while preserving the avant-garde character of the space.

This framework provides the flexibility, allowing the use of lines, shapes, or both, without losing visual cohesion.

I also created a custom set of black-and-white textures for off-exhibition materials, such as gallery navigation, greeting cards, and social media posts. These patterns represent different artistic fields and traditional crafts, from painting to textiles and leatherworking. They are designed to be highly versatile, so they can be paired with any color from the brand palette depending on the layout.