CUBE is a new art platform that connects galleries, artists, art dealers and funds. It holds exhibitions and art weekends, launches pop up projects and educational programmes.

CUBE has an important mission of popularizing modern art in Russia and strengthening its presence in the world while simultaneously familiarizing the Russian audience with the international art community.

We have developed the brand identity for the visuals of the gallery and ad elements necessary for the promotion of this art space.

Our idea was inspired by the shapes of cubes, frames and lights formed by black and white lines. These lines became the basis for the logo, which is a cube, the unified concept and the brand’s whole visual identity.

Why cube and lines? This shape is a direct reflection of the standard cubed space of a gallery hosting exhibitions.

The lines helped us create a generative grid for the logo, images and text. It adapts to any element, be it the business card, the presentation template or the website. This supports CUBE’s mission and the modern art space’s motto — The Space for New Ideas.

CUBE’s color palette is strictly monochrome just like the logo. Black and white act as background to complement the bright colors of the paintings that form the gallery’s memorable image.

The geometry of the TT Firs Neue typeface, which was selected for CUBE’s brand identity, includes vertical slopes and sharp corners, and this will help us further emphasize the unified cubic visual concept of the gallery.

The visual system works with a full spectrum of the gallery’s brand elements, including posters, placards, tickets, presentations, leaflets, business cards, maps and social media accounts.