Challenge

FOKUS (Center for Contemporary Photography) needed to resolve an identity crisis: their existing visual language was overly expressive and decorative, actively competing with the photographic exhibitions it was meant to support.

Concept & Logo Process

The redesign moves away from graphic noise toward quiet, functional objectivity. The logo evolved by deconstructing two opposing elements: the structural letter F and the geometric reticle of a camera viewfinder. By paring both down to four essential corner brackets with chamfered inner cuts, the mark achieves pure optical focus while carving out an open picture window in its negative space.

Solution

The identity operates as an architectural frame rather than a static badge. Grounded in strict Swiss typographic grids and monochrome contrast, the brackets break apart dynamically to structure exhibition posters, gallery collateral, and ticketing systems, stepping back so the lens-based work takes center stage.