Bielke&Yang’s playful identity for Atelier aims to “destigmatise the idea of purchasing art”

Atelier is an online platform dedicated to the vibrancy, variety and vanguard of the contemporary art industry, allowing visitors to explore and purchase the latest and greatest work from artists and studios. Requiring an identity to represent their service and convey the character of the work on show, Atelier called upon Oslo-based design studio Bielke&Yang – resulting in a prudent, playful and polished graphic language. Leading the identity is the powerful and practical use of Dinamo’s ABC Synt as the primary typeface. “With roots in the Scotch Roman style, ABC Synt has a certain classic initial expression,” Designer Evan McGuinness explains, referencing the rigid rhythm and traditional forms of its standard cut. “The Slant and Turbo styles, however, add a contemporary playful element to the identity,” he adds. “This is essential for Atelier;” driven by the aim of making art more accessible to everyone, “whilst still maintaining a sense that people are buying quality pieces,” McGuiness notes. “Synt epitomises this balance.” On the flip side, Dinamo’s ABC Monument Grotesk provides the brand with a more pragmatic disposition, whilst still maintaining the character ABC Synt imbues through not only its expressive architecture but through its quirky glyph set and iconography. “These will be used in various areas of the UI,” McGuiness adds, “on the website and app,” bolstered by the equally as lively colour palette. “Atelier needed a palette that is playful and gives a sense of approachability,” McGuiness concludes, “as they are on a journey to destigmatise the idea of purchasing art.”