Praline’s identity for contemporary art gallery MAP mirrors the energy of its artistic community
Located in the Allapattah neighbourhood of Miami, MAP is a forward-thinking foundation that is passionate about championing the most exciting emerging visual artists in the contemporary art world. Their ambition is to connect artists with large audiences, and to achieve this, they host exhibitions while nurturing the creation of new works. To reflect their approach, London-based design studio Praline was called in to create a fresh and distinctive visual identity.
“MAP’s core mission is to open the doors to the contemporary art world; to be more inclusive and accessible than traditional art institutions,” explains Senior Designer Max Casey. “The identity is underpinned by the strikingly simple and unapologetically bold defining statement: ‘Less words. More art.’ It is surprising and inspiring, whilst looking to connect more instantly within an increasingly visual-rich world.”
The bold and unapologetic voice of MAP is carried through in its typography and colour palette – led by Radim Peško’s A Gothic. “A Gothic is inherently full of character, with distinctive detail and personality,” explains Casey, regarding the font choice. “With typography playing such a prominent role in the visual expression, it was essential to find a typeface that matches and conveys the aesthetic of the collection.”
Taking the brand’s art-forward approach literally, the identity’s colour palette is derived from the collection itself. “It is bold and conveys the foundation’s energy and optimism,’ adds Casey. “This is supported by an unrestricted and responsive colour palette – by which colours can be sampled from selected artworks, to create more harmonious communications,” he concludes.