Tasked with the brand positioning of an avant-garde exhibition space Buzz Soundart Galerie in Berlin, Germany
To best capture what was happening at the gallery, we decided to name the brand “Buzz Soundart Galerie”. This name represents the low humming of sound art and a vibrant atmosphere.
The visual identity feels bold and contemporary, relying on classic and modern typographic and graphic elements
Type is central to the visual identity system Oertel developed. Words and phrases form simple shapes serving both as signages and pattern systems on both the printed materials and interior elements. Humans, wires, and machines each have their unique sounds. Oertel developed a series of noise patterns to represent the relationship between these elements in the concrete jungle.
Choosing bold Neon Yellow as the gallery’s primary brand color, which has both an industrial and loud presence, it reinforces the intensity of these noises. The printed materials daringly utilize silver, neon, black, white, and textured greys reminiscent of the concrete materials in the gallery space. To reiterate the ambitious intentions of the space, unique, warped illustrations embellish the otherwise almost monochromatic identity. “To create an uneasy feeling, we chose to show kitschy images of singing angels. We distorted these images based on the sounds from the installations”, Oertel writes about the visual elements used in the identity.