Art Genève, an art fair that brings together around eighty leading galleries and cultural institutions in Geneva each year, has unveiled an updated visual identity. An event long known for its intimate format and high international standing decided to move away from outward neutrality. The fair replaced its previous overly restrained mark with an image capable of supporting the scale of its stated ambitions and engaging a demanding audience, while maintaining a connection to Swiss tradition.
The work was carried out by the Geneva-based studio Projet Base, which proposed radical minimalism under the formula “The biggest of the smallest art fairs.” The entire system is built on an extremely restrained approach. At its core are the sans-serif typeface ABC Favorit, a black-and-white color scheme, and intentionally narrow margins that bring the letters almost to the edges of the page. The principle of tension is deliberately used to enhance visual sharpness across all applications, from printed materials to wayfinding within the Palexpo venue.
The previous mark, based on the Rama Gothic typeface, looked neat but overly standard. The only distinguishing feature was the letters’ unusual shape, but that proved insufficient to form a strong image. The new logo, while retaining overall typographic restraint, feels more vivid through the separation of the words “Art” and “Genève” by a backslash. The device is memorable, although its potential is not fully realized, as it receives little further development within the system.
The identity concept allows for annual changes in color accents without losing the fair’s recognizable rhythm. As it opens the winter season of European art fairs, Art Genève has established an image that aligns with the event’s international stature and distinct position, conveying Swiss rigor and global scale.