This is the rebranding of subterranean gallery.

An underground hybrid art and

domestic space in kansas city whose environment generates participatory action
and conversation around the artwork and with each other.
Subterranean was founded in 2010, by Ayla Rexroth who modified her apartment to accomodate the installation of artworks and regarded curating as stepping into a context that made sense.
Some people have religion; we have art. For
most artists, it's reaIIy difcuIt to separate
your personaI Iife from your work because it
absoIuteIy comes from who you are and what
you care about and what concerns you. I feeI
Iike we get up in the morning and start thinking
about art, and we don't stop thinking about art
and working toward our goaIs untiI we go to
bed. It's just constant.
-AyIa Rexroth
Something Ayla said that I found to be really important is the idea that art is a very personal and something that is constantly on our mind.
Recently, the gallery was handed off to Melaney Mitchell who will continue Aylas mission. In talking with her, she stressed the importance of cultural discourse as the as opposed to an art sale. She sees her role as the mediator
between the art and its audience.
We strive to facilitate dialogue and community en-
gaged programing that extends the reach of already
established and emerging visual artists, writers, and
thinkers. Through an active online presence and pro-
gramming schedule Subterranean Gallery aims to be
a cataIyst for artists who wiII benet from enhancing
the digital presence of their practice and thought.
The gallerys mission is to be a catalyst. Something that causes change. It is where the duality of art and people connect.
Subterranean is open-minded. It is a place where ideas can form, evolve, and expand.
Intertwined. A strong community of artists, writers, and thinkers.
and transcendent. The idea that art and its experience is doing something for culture.
logo
The logo is a staircase, representing the gallery being underground as well as a facilitator for the arts community.
subterranean
gallery
signature
and then with the signature
subterranean
gallery
c u r a t i n g c o n v e r s a t i o n s
logotype + tagline
Based on the practical goals of the gallery, the logotype is treated in a utilitarian manner. The tagline is curating conversations speaking to how the gallery changes the type of conversations being held.
helvetica bold
Brandon Grotesque
The primary typeface is helvetica bold because it is versatile and clear. The secondary is brandon grotesque to add a warm touch.
70 / 50 / 30 / 100
30 / 8 / 28 / 0 3 / 7 / 99 / 0
0 / 0 / 0 / 0
The sea foam color, black, and white was maintained from the original identity with the addition of yellow for an accent.
The gridded pattern represents the underlying points of connection that are made.
While the logo can be broken up into graphic elements for the more candid side of things.
business card
This is the business card with some different representations of the brand on the front.
letterhead
The letterhead.
envelope
envelope.
postcard
A postcard that can be sent out for events and whatnot.
wall label
Wall labels.
sketchbook
A sketchbook.
posters
A series of posters that could be hung in the space.
responsive site
Lastly a website.