PATRICIA MENDOZA – Art Gallery
Patricia Mendoza Art Gallery is a contemporary art gallery located in San José del Cabo, Southern Baja California, Mexico. The area, acknowledged as the cultural heart of the city, hosts in its center a fully bloomed art district. The gallery is the result of a long-standing passion for art, it showcases the work of contemporary Mexican artists and is the go-to destination for art lovers who visit Cabo.
We were faced with the challenge of reimagining Patricia Mendoza Art Gallery’s full identity. The project included the very specific task of visually communicating its versatility since the venue is also a concept store, a coffee shop, a spot to sell and acquire selected artworks, and a place of gathering and appreciation. With this in mind, we designed a brand logotype as well as one main visual element: a simple diagonal line strikes through the “Art Gallery” descriptor underneath the brand name. It highlights the fact that the space is much more than just a gallery. This resource was used throughout the entire identity, intervening items such as stationery, postcards, tote bags, artists names, dates, exhibit names, and even objects. This line, as part of the brand’s language, is meant to reflect Patricia Mendoza Art Gallery’s open concept and broad proposal.
The brand identity was completed with a black and white palette, as we feel the real colors are added by the venue itself, its exhibitions, the artists and the visitors. The minimalist color scheme also symbolizes the first stages of a work of art, which are usually large open spaces, unsculpted stones or blank canvases.