Enhancing Furtherfield’s existing visual identity whilst staying true to its DIWO* roots

• DIWO: Do it With Others

Furtherfield is the UK’s leading organisation for arts, technology and social change. Since 1997 Furtherfield has created online and physical spaces and places for people to come together to develop and create critical experimental art and digital technologies on their own terms. Furtherfield Gallery and Commons are based in the heart of London’s Finsbury Park. This serves as a hub to connect and activate local and international communities of artists, technologists, thinkers and doers.

Our rebrand maintains a clear and succinct aesthetic whilst also remaining true to Furtherfield’s technological punk ethos. As such the branding and website design occupies a visual and conceptual space between accessibility and subversion. The shapes which construct Furtherfield’s logo become useful frames for holding and curating content on the website whilst greyed out grids are used to signify where new content will appear, a visual reference to wireframe rendering aesthetics used on Google & Apple Maps.