A bold yet elegant identity to reinvigorate the historic brand.
We rebranded the historic Aperture Foundation, designing a bold yet elegant identity to reinvigorate the brand. Our rebranding touched every part of the entire organization, including: new logo, brand identity, ephemera, printed stationery, guidelines, and website. Every piece and channel, including Aperture’s annual benefit gala and publications, is now unified with clean, elegant visuals.
The Aperture rebranding is built from minimal black-and-white graphics, allowing images to shine. Futura—inspired by the first issue of Aperture magazine in 1952—is the primary typeface.
We created a brand system for publications, whereby no matter the size of the book, the logo appears exactly the same size in the same place. This consistent sizing creates unification for the brand and exciting visual repetition on bookshelves. Aperture’s library can vary in size and content, but its visual brand unifies.
Aperture at Sixty Gala
We designed the materials for Aperture Foundation’s Sixtieth Anniversary Gala Dinner & Photography Auction, including the event invitation, gala graphics, and printed catalog. Also, see our other gala and event design work for NYC.
We redesigned aperture.org to be a vibrant, expansive home for photography. Aperture.org was relaunched in 2011—making it one of the first cultural institutions to have a responsive website. We also created several microsites within the rebrand: for the flagship Aperture magazine; the online store; The PhotoBook Review (we also designed the printed publication); and the Aperture Blog. Each microsite has their own mini-brand—with their own templates, typography, and styles—unified under the Aperture rebranding.
- +294% increase in traffic since our rebrand and website launch for aperture.org
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