Designing an independent art fair
Portal is an independent contemporary art fair organized by 4heads, an artist run nonprofit in New York. We developed the visual identity and the first edition's exhibition graphics, catalogue, banners, invitations and video templates.
The identity is deliberately simple. The logo stays recognizable from extreme angles and crops. Bold colours and clear typography give the fair a strong visual frame without competing with the artists and their work. The result feels contemporary and alternative, but still open and accessible.
The system is simple enough to work without us. The organisers continue to use it, changing colours and developing new applications for each edition.
Portal replaced the Governors Island Art Fair, organized by the same group. The identity has remained in use through the 2025 edition. What started as a one off identity became a long running visual system.
