SP?Arte is the largest art and design fair in Latin America. Since 2005, it has brought together art and design galleries, publishers, magazines, museums and institutions, presenting, in each edition, thousands of works from Brazilian and international artists at the historic São Paulo Biennial Pavilion.

After their acclaimed 20th anniversary edition the prior year, they felt the brand was due a cohesive, comprehensive rebrand. With a focus on building a more recognisable brand on and off fair dates, there was a need to establish a perene institutional identity while also designing a flexible system and guidelines for the annual fair visuals. 

The logo, previously set in all-caps, now unifies the brand name’s spelling in mixed case, as it’s used across all communication. The bold and unique typeface Uniforma is a powerful conector ? ranging from logo to titles and sub-brands, it unifies and reinforces SP?Arte’s consistency throughout communication.