Catalogue hatches a rebrand for art and design graduate fair Free Range

Date
31 March 2016

London-based studio and It’s Nice That Ones to Watch Catalogue has rebranded Free Range, the annual graduate fair behemoth that takes place in London’s Truman Brewery. The new designs are based on a black, white and green colour palette, which splits into various patterns for the identity’s application across different touchpoints.

Where the former Free Range identity used a scripty font within various iterations of an egg shape, the new designs simplify and streamline things with a simple “F” and “R” held within a uniform style of egg. Catalogue’s introduction of a direct serif font adds clarity, while the patterns still hint at something more playful, working together to provide a look and feel perfect for a show about not just celebrating new talent, but new professional designers.

“In the past the branding for Free Range had been very low key – to help the exhibiting students get the most out of their FR experience, promotion really needs to come from both parties,” says Free Range’s Mia Halse, who found Catalogue following their feature on It’s Nice That. “We’ve had the same logo for 15 years, and we love our egg shape but it was time for a refresh. Free Range has a bit of a rough and ready vibe to it – students come in, set their shows up in a couple of days, exhibit over the weekend then take it all down. I like how Catalogue has played with the pattern (see how its photocopied) to reflect this process.”

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Catalogue: Free Range branding

Above
Left

Catalogue: Free Range branding

Above
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Catalogue: Free Range branding

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About the Author

Emily Gosling

Emily joined It’s Nice That as Online Editor in the summer of 2014 after four years at Design Week. She is particularly interested in graphic design, branding and music. After working It's Nice That as both Online Editor and Deputy Editor, Emily left the company in 2016.

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