London art dealer Frederic Leris will unveil its first brand identity, created by Hoop Associates, at the Art London fair on 5 June.
The logo will appear on invitations to the fair, also designed by Hoop, and all corporate stationery, as well as publicity materials and catalogues.
The consultancy is to waive its fee for the job. Hoop senior designer David Caines says the project, which was won by referral, is a relationship-building exercise which the consultancy hopes will lead to more work in the future.
Work down the line could include further catalogue design, posters, a website and interiors and signage for a gallery, should the dealer decide upon opening one.
“The logo can be reproduced in any of the process colours – cyan, magenta, yellow or black – which makes using the logo a fun and creative process,” says Caines.
“It is a reflection of the fact that Frederic is in the business of promoting creativity.”