Art, Nature, and Architecture: Recovering the Essence of the Original Maeght Foundation Logo

Branding, Arts & Culture
Fondation Maeght
Saint-Paul de Vence, 2022

The Maeght Foundation is the first modern art foundation in France, located near the village of Saint-Paul-de-Vence. It was inaugurated in 1964 by André Malraux and houses one of the most important collections of modern and contemporary art in Europe, including works by renowned artists such as Bonnard, Braque, Calder, Chagall, Giacometti, Kandinsky, Hepworth, Léger, Miró, Tal Coat, Richier, Ubac, Bergman, Chillida, Christo, Del Re, Garouste, Immendorff, Kelly, Lam, Mitchell, Takis, and Tàpies. As part of the 50th anniversary of the foundation, we were approached to redesign its visual identity.

We thoroughly analyzed 50 years of archives to capture the soul and strength of the original 1964 logo. The new logo incorporates the silhouette of the foundation's iconic architecture, designed by Josep Lluís Sert, which becomes the focal point of a comprehensive visual system across all media. We proposed retaining the foundation's emblematic color, but using it in a more consistent and cohesive manner across all platforms.

In parallel with our work on the visual identity and graphic guidelines, we also provided artistic direction for a publication that traces the history of the foundation, showcasing its permanent collection and exhibitions from 1964 to 2022.