The refreshed visual identity of the organization, introduced by the LG2 studio team, demonstrates a thoughtful approach to conveying the connection between art and urban space. EXMURO is a non-profit group dedicated to integrating contemporary art into the open spaces of cities. Their projects become focal points in public areas, engaging pedestrians in reflection and dialogue, helping to reveal the city as an artistic space where individuals encounter art around every corner.
The previous version of the EXMURO logo seemed designed more to impress than to communicate the brand. Mirrored letters “EX,” separated by a bold red line, resembled a wall, but overall, this technique appeared forced. It was excessive and did not convey the organization’s purpose.
The new symbol fundamentally changes the approach, becoming transparent not only visually but conceptually as well. Its core idea is letters that never close, remaining open like gates or windows that invite in urban scenes and art objects. This visually expresses EXMURO’s central concept, accessible to the public without unnecessary barriers or obstacles. The letters, designed with thin outlines, appear airy and weightless. They allow glimpses of the actual environment, whether it’s an installation in a square or graffiti on a city wall.
The typeface, custom-created for the brand, reinforces this concept of openness. At first glance, it appears simple, yet behind that simplicity lies a carefully constructed system. The letters’ outlines intentionally remain open exactly where the eye expects closure. This creates an illusion of incompleteness, intriguing viewers, prompting them to look closer and linger on the logo and ultimately, the artwork itself.
The color palette revolves around a single shade of yellow. This bright hue was deliberately chosen for urban environments filled with visual distractions. Yellow stands out distinctly against grey walls, pavement, and street architecture, helping to identify projects even from a distance.
In practice, the new identity system allows for versatile integration of the logo across diverse materials and communication channels. It can be applied atop photos, illustrations, and videos, always maintaining an impression of transparency and lightness. The art pieces with which the brand interacts remain central, while the logo acts as a subtle yet recognizable accent.
