CHART Brand Identity 2019

About

The brand identity for CHART 2019 serves as a masterclass in how contemporary festivals and events can marry historical gravity with modern graphic systems. Executed by the design studio Alexis Mark, the project manifests as a cohesive visual language that anchors the prestigious Nordic art and design fair within the ornate architecture of Charlottenborg and Den Frie. By utilizing a high-contrast palette of red, black, and white, the identity leverages bold sans-serif typography to command attention across diverse touchpoints, from urban monoliths on cobblestone streets to sleek digital web interfaces. The design team successfully navigates the tension between institutional legacy and avant-garde programming, employing techniques such as grid-based layering and natural light photography to bridge the gap between static print collateral and immersive event experiences. Through a series of promotional banners, informational booklets, and UI illustrations, the identity feels both expansive and meticulously curated. The inclusion of soft, abstract gradients alongside sharp architectural details highlights a sophisticated approach to corporate branding that avoids the sterile tropes of typical fair communications. By treating public space as a gallery wall, the project channels a documentary aesthetic that celebrates the intersection of contemporary craftsmanship and urban history, ensuring that the brand remains as much a part of the city landscape as the art it showcases.