Artagon identity

Artagon is a French association that supports, promotes and accompanies emerging artists: it was founded in 2014 by the artistic directors and curators Anna Labouze and Keimis Henni. Primarily known for the organization of graduate students exhibitions all around Europe, Artagon also offers various programmes of lectures, exhibitions, encounters, and professional trainings on all aspects of an artist’s activity.

In 2021, Artagon underwent a change of identity, realized in collaboration with BETC Paris. The new logotype is thought of as an animation and is therefore in constant motion. All of the letters either change in their height or baseline. According to Artagon, the elasticity of the letters leading to a variation in height depending on the supports represents the fact that Artagon has always been a springboard for young artists. This animated logotype is also composed of a star, the only graphical element present right from the start: the star is not a static detail of the sign, but rather functions like a stamp that punctuates the visuals on any position of the format. This evolutive identity is playful and speaks to a young generation of artists who show qualities of adaptation and curiosity to explore new horizons.

Even though the logotype is a custom lettering job, its inspiration comes from Mars from Production Type, which is used in its Extended width for the rest of the identity. While Artagon’s logo is condensed and has a pretty light weight, resembling Mars Condensed, Mars Extended comes as a counterweight and lends a more contemporary look to the identity. The combination with primary colors makes it pop, but without losing the institutional image the association needs.