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Visitors walking into an exhibition of Art Brussels Fair

Art Brussels, an identity built like Tetris.

"A standout in the overcrowded global art scene..."
— Scott Reyburn, New York Times, April 2017

The Art Brussels fair specializes in discovering new artists, whether they be young, emerging talents or older artists that have been overlooked. Art Brussels needed a fresh graphic image to match its international status and to stand out as a strong signage system in the crowded environment of the fair. As a result, Base created a modular typographic system that is easy to implement in digital and print applications – an identity with an impact that will evolve with future editions. Art Brussels: from discovery to rediscovery.

Typography of Art Brussels applied to the word "hello"
Catalogue designed for Art Brussels
The graphic grid system used to design Art Brussels typography and logo

The custom typeface is designed on a modular grid. We moved and stacked the letter blocks in function of each support.

Aurore Lechien, Designer
Series of posters presenting different artists' works
Typographic system used to design posters for Art Brussels
Poster inviting visitors to Art Brussels' Fair
First page of Art Brussels book

Two colors, one modular typography: the rules were very simple. The new identity of the fair was implemented on site by the Art Brussels team.

Dimitri Jeurissen, Partner
Application of the logo for Art Brussels on flyers
Application of Art Brussels' logo on hoodies
Second version of the logotype designed for Art Brussels
Application of Art Brussels' typography in the reception wall
Application of Art Brussels' logo on a wall
Application of the logo on a black hoodie
Application of Art Brussels' logo on tote bags