Nicolas Lavrov Studio’s semi-italicised identity for Canopy Collections lets the art do the talking

Design practice Nicolas Lavrov Studio, based in London, have created the identity for contemporary art marketplace, Canopy Collections – an organisation leading four yearly seasonal collections at private homes – shaped to reflect the elevated, serene scene of modern art retail. “The new identity aims to highlight the marketplace’s unique approach to discovering and buying contemporary art,” Designer Xavier Humbert tells us, exploring this endeavour typographically through the use of Indian Type Foundry’s Editor as the primary typeface. “The logo letterforms have subtle contrast,” he continues, “and a calligraphic feeling that emphasises the special relationship Canopy Collections has with its artists and collectors,” a feeling further accentuated with the part italicisation of the logomark. “The italic stresses Canopy’s mission and proposition, expressing energy and growth,” Humbert adds, mirroring this theme further through the minimalist, proportional layouts of Canopy Collections’ touchpoints, supported by the inclusion of Grilli Type’s GT America as its sophisticated secondary typeface. “Canopy’s graphic identity was built around modern and beautifully balanced layouts that keep the viewer’s attention on Canopy’s unique artworks,” he remarks, “in that respect, we created a neutral colour palette that is warm and calming;” there to champion the artwork but not take attention away from it. “This natural and versatile colour palette serves as a canvas for Canopy Collection’s unique artists,” Humbert concludes, “allowing the artworks to reveal themselves to art lovers and collectors with an elegant and delicate aesthetic.”