PhillipsFOR THE CURIOUS & SAVVY

Phillips Auction House, renowned for their contemporary and innovative auction experience, stands out in a fiercely competitive market by embracing modernity and innovation. In contrast to traditional norms within the sector, Phillips is known for its guided expert approach, vibrant events, and diverse specialties, setting it apart as a forward-thinking and dynamic brand.

Recognizing Phillips as a pioneer in the premier auction world, BaseNYC was tasked with crafting a new identity system to convey the brand's dynamism and prestige. The resulting minimalist modernity, expressed through the custom typeface "Phillips Distinct," encapsulates Phillips's diverse specialties – from 20th-century & contemporary art to jewels, watches, design, photographs, and editions.

At the core of the identity system is the custom typeface, derived from Phillips's iconic logo, offering expressive power in display weight and functional utility in text weight. Following a 3-tier logic, the system allows Phillips to present itself in various ways, maintaining a recognizable and contemporary identity. The charismatic, bold, and modern identity stands in stark contrast to the more conservative landscape of traditional competitors, reinforcing Phillips as a brand synonymous with modernity and imagination. This adaptable identity system mirrors Phillips's dynamic offerings and innovative spirit, positioning the brand as a leader in unique auction experiences.