Nesnadny + Schwartz was asked to design an identity for FRONT, a new large-scale, multi-venue, citywide program of contemporary art that will take place in Cleveland every three years. Encompassing museum exhibitions and unique sites spread across the city, FRONT will provide an expansive stage for local, national, and international artists to create and share new work that is inspired by and engaged with the most important social, political, and cultural issues of our time.
FRONT wanted their new mark to be contemporary and memorable, but simple so as not to compete with the artwork it promotes. Nesnadny + Schwartz designed the logotype using Nimbus since the letterforms felt modern without having a dominating presence. The bending characters exude movement in space, and visually manifest the notion of being on the fringe, directly relating to FRONT’s mission to “conjure the frontier, the border, and the edge but also invoke a forward-facing, direct, and context-specific curatorial approach.” A bold energized color palette punctuates the direction.
The logo, accompanying business papers, and website were very well-received by FRONT, and its intended audience of artists, curators, scholars, and contemporary art lovers. The original goal of creating a dramatic and stirring brand while not competing with exhibition artwork proved successful, and as the emerging organization grows the brand will expand to include merchandise, exhibition catalogues, magazines, and collateral applications.