Filmmaker, photographer and New York's number one Scouser, Jonny Turton, needed an identity for an art space and community hub in Brooklyn. His place is very close to the Halsey stop, so he called it The Halsey as a way of rooting the gallery in its community. We settled on Helvetica Bold for the logotype, in a nod to the New York Transit Authority branding (pretty much every designer's favourite identity).
The monochrome scheme is designed to let the art do all the talking, while the gallery's identity takes a back seat. This was one of those projects where it felt like the name and identity were there all along, waiting patiently while Jonny and I agonised over other ideas, only to come back to the first thing we thought of. I guess it's often the case that the simplest ideas are the most effective.
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