Brandt Gallery turns ten with a Bureau Brandt rebrand: a custom geometric wordmark, ABC Laica type, and monochrome with a punchy blue accent.

The centerpiece is the new wordmark, set all lowercase and oversized. Brandt is drawn as a custom geometric sans: the b and d are perfect circles with straight stems, the a is a single-story bowl, the t shears off in a blunt bar. Bureau Brandt drops it over artist portraits and exhibition imagery in stark white or black, huge and dead center, and lets the work behind it do the talking. This is a gallery logo as amplifier rather than signature. The shortened name, dropping Rutger Brandt for simply Brandt, marks the 10-year turning point toward something more collective and open-ended, as founder Rutger Brandt puts it.

Inside the Brandt Gallery Rebrand: Type and System

ABC Laica carries the voice of the programme. Bureau Brandt sets artist and exhibition names in the Swiss face's expressive italic, where broad-nib confidence meets pointed-nib grace. The street posters give it room: an artist name and a show title over a black-and-white image, the brandt wordmark anchoring the bottom, nothing else. Small informational lines, an address here, a fair name there, fall back to a quiet grotesk tucked into the corners, so the hierarchy never muddies. Imagery bleeds full frame; type holds the margins.

The system moves cleanly across materials. A heavy black tote carries the wordmark in white at billboard scale. The website inverts the scheme, black on white, stacking image blocks in a calm column with generous whitespace. The exhibition catalogue for Enrico Freitag's The Flowers 4 gives Laica italic a full page opposite a single plate. Everything stays monochrome so the art stays in charge, and the blue accent supplies the spark whenever the black and white needs recognition energy. For a first identity commission from a brand-new studio, it already behaves like a much bigger system, built to stretch across the gallery's Amsterdam home and its fair circuit, from The Armory Show to Untitled Art, NADA New York and Art Toronto.

Identity by Bureau Brandt for Brandt Gallery, Amsterdam. Explore the gallery at brandtgallery.com.