Light Eye Mind branding, by All Works Co.

Consultancy All Works has designed a new visual identity for north London art gallery Light Eye Mind, which plays with the ability of the human eye to read inverted letters.

The new branding features a simple, sans-serif, all-capitals, black typeface used for the gallery name and accompanying copy. Certain letters are inverted, either by being mirrored or turned upside down.

Nicholas Smart, director at All Works, says that it draws inspiration from “the workings of the human eye”, the inversion of light as it enters the eye and how the human brain interprets this.

The visuals aim to be “distinct and identifiable” but also “unobtrusive” when used in a gallery, he says. The new identity has rolled out across print materials such as posters and business cards, online and within the gallery space.