Hugmun’s identity for OBJEKT gallery exemplifies the power of design in the competitive art world

Striking and stylish, while secondary to the works on display, Hugmun’s approach to OBJEKT’s branding emphasises understated elegance over flashy creativity. A new collective design gallery in Warsaw founded by Aleksandra Krasny and Marcin Studniarek, OBJEKT features a small collective of artists whose practices blur the boundaries between art and design. The visual direction of the identity originated from a series of conversations with the founders, who have each been involved in the world of art and design for a long time. By focusing on refined details and a cohesive visual language, the Copenhagen-based design studio has created an identity that not only represents OBJEKT’s unique position in the market but also enhances the overall experience for art enthusiasts and collectors alike. As Graphic Designer Maria Milenko puts it, “We didn’t want to rely on excessive ‘creative’ solutions. Our aim was to create an identity that captures attention through its classic beauty rather than through showiness.” The wordmark, as Milenko explains, features a unique spelling. “In Polish, ‘Objekt’ is typically spelt with an ‘i,’ but the client opted for a Scandinavian-inspired spelling, which we emphasised by placing a distinctive dot over the ‘J.’” Set in the Items typeface by Schick Toikka, the decision to use all-caps serif lettering was deliberate, as Graphic Designer Tomasz Pawluk notes, “We chose to use uppercase letters for the logo because they convey a sense of elegance and formality while also offering practical advantages in terms of readability.”