The Ullens Center for Contemporary Art (UCCA) is a not-for-profit art center serving both Beijing and a global audience. UCCA is a pioneering institution, at the heart of the cultural 798 Art District, featuring a wide range of exhibitions and programming.
BMD was asked to redesign the UCCA visual identity in conjunction with a new entrance design by emerging architects FCJZ. Insights around the growing nature of public art in China and UCCA's role manifested during the research phase—leading the team to design an identity that is at once structured and fluid.
The letterforms are singular and structured when the logo is ‘at rest’, but fluid and elastic when introducing artwork, weaving in and out of frame positioning UCCA as a leader and an active art space. The visual identity launched at the end of 2012 across various applications, including interior and exterior signage, exhibition brochures, posters and more. BMD is currently working with the client to redesign their lobby and retail spaces.