The objective was to create an umbrella brand for a tour or transportation company that included variations for different cities that it could exist in.

The logo is representative of both a gallery wall, (the letterforms as objects) and an overhead view of city streets (the negative space between the letters as pathways).

The different sizing of the letters creates an illusion of movement which encourages animation in digital spaces.

It’s flexible in that the letters can be adjusted to fill a space both vertically and horizontally while also providing a base for a custom typeface to be carried throughout the brand. This allows the brand to be expanded to other cities as it grows.

The overarching mission of the brand is to make the art world more approachable, accessible, and exciting. These elements can be seen in the playfulness of the type, the bright colors, the easy-going language of the branded elements, ease of use and simplicity of the app and website, and more.

While you can spend several hours at one museum, art galleries and exhibition spaces are often smaller, have varying hours, and are usually spread throughout the city. Visiting multiple locations across town can feel like a hassle and involves a lot of research and planning which often discourages people from taking the plunge.

Arthop is a hop-on-hop-off transportation service that will take visitors to select grouping of galleries and artist studios around a city. They provide special interest groupings of galleries (i.e. Contemporary, by neighborhood, LGBT artists, local artists, etc.) where you may spend hours or minutes browsing on your own schedule. They also provide information about current exhibits, gallery hours, art events, and transportation arrival times all in one easy to access source.