arthaus LBE

A new space for artists,
with a reference to the past.

A new space for artists, with a reference to the past

arthaus LBE is a soon-to-be art gallery and artist residency program in Latrobe, PA. I teamed up with arthaus to create a visual identity that reflects both the director's vision and the creative spirit of the space.

This project came in the door as a complete creative brief which included some very specific direction: incorporate artist Tony Smith's 1960 FDR Memorial design proposal into the logo, keeping the relationship and proportions of the 3 lines that make up the overhead view intact. Add to that a request for a “timeless, modern” design that “feels both artistic and professional in the Bauhaus tradition”. A fun challenge for sure!

While quirky and interesting, the overhead shape of the memorial design was of course never intended for use in a logo, and was going to need some help in order to work. Borrowing a geometric shape from Bauhaus design offered an elegant solution.

While quirky and interesting, the overhead shape of the memorial design was of course never intended for use in a logo, and was going to need some help in order to work. Borrowing a geometric shape from Bauhaus design offered an elegant solution.

The logotype is based on a typeface which reflects the principles of Bauhaus typography: clear and functional, sans-serif and geometric, with uniform stroke weights.

The logotype is based on a typeface which reflects the principles of Bauhaus typography: clear and functional, sans-serif and geometric, with uniform stroke weights.

The logomark and the lower case "a" combined beautifully to create a secondary mark, adding versatility and variety to the system.

The logomark and the lower case "a" combined beautifully to create a secondary mark, adding versatility and variety to the system.

To help ensure the consistent application of their new visual identity across all channels going forward, a comprehensive guidelines document was provided. The guide is intended to act as a solid baseline, and can continue to adapt and grow along with their brand.