New Art Dealers Alliance, NADA, 2012

New Art Dealers Alliance is a non-profit collective of emerging galleries, curators and artists working with contemporary artTimed to coincide with nada’s expansion to include four locations (cologne, new york, hudson, miami beach), a new visual identity was established to be integrated with a spatial identity

The previous version of NADA’s identity had been typographic, so for the redesign, we wanted to make the identity image-driven through found imagery. For NADA’s 2012 visual identity, the design reuses tracings of compositional illustrations found in MIT press’ 1973 publication, a Primer of Visual Literacy by Donis A. DonisThe identity is based on the interaction of outlined typography with the line-based illustrations. There were hundreds of unique assets made each year and each asset featured a different graphic tracing

The website was designed in collaboration with Linked by AirAll graphics and large scale typography on the site are rendered in the same pixel weight of black outline stroke

NADA’s spatial identity was deisgned with common roomWorking on a limited budget, black and white posters printed in a run of 500 copies were pasted up on walls as entrance graphicsFor the booth layout design, common room left the edges of rented art fair walls—ones used around the world for different fairs each year—unpainted, to highlight the visible traces of their prior usage