Frieze Foundation is a non-profit organisation responsible for the curated programme at Frieze Art Fair, comprising artist commissions (Frieze Projects), talks (Frieze Talks), films (Frieze Film), music (Frieze Music), and education (Frieze Education).
Kellenberger–White was commissioned to create an identity responding to the Foundation’s expanding off-site programme, which was led by their newly appointed curator Sarah McCrory. The identity is typographic and made for both print and digital environments. The design concept for the letterforms was inspired by art historian and critic Thomas Crow’s idea of ‘art pushing against the architecture that houses it’ (Contemporary Art Versus Its Envelope: Competition and Co-Evolution, Frieze Talks 2005, Saturday 22 October).
The starting point of the design was an image of blocks that could represent any flat architectural space, or even a plan of the gallery booths at Frieze Art Fair. Frieze Foundation is everything that goes on beyond and between these blocks, and pushes against it; this idea was visually translated into a bold letter pushing against its surrounding blocks.
A new line of stationary was designed with the identity.
The Frieze Foundation identity was implemented together with new campaigns for Frieze Film (2011), Frieze Projects East (2012), and Frieze Projects New York (2012).