Haystack curates and produces high-quality, limited-edition prints from established and emerging artists around the world. They came to us with a simple, yet complex question: “How do we de-mystify and democratize contemporary art?”
To many of us, the contemporary art world feels inaccessible and intimidating. Newcomers don’t know how to discern quality and it can be hard to discover new artists when you don’t know where to look.
We led Haystack through a naming and branding process intended to make contemporary art accessible for everyone – intellectually and financially.
The identity channels the best qualities of great art; it’s whimsical, unexpected at times, and creates an experience around each edition that feels immersive. Each interaction with the brand feels like you’re discovering something new, learning a little more, and building a love for art—not just getting caught up in its value.
The primary typefaces in the new design are Min Sans from Typeji and Victor Serif from Kometa Typefaces. The logo is based on Reckless Neue (Displaay). The accompanying sans serif is Area from Blaze Type.