The Annex Chicago is a gallery and event space housed within a modest brownstone in Logan Square, a vibrant area of northwest Chicago. During the venue’s renovation, a brand identity was commissioned that could feel bold and expressive on its own while remaining flexible enough to step back and support the artwork and programming featured within the gallery.
Inspired by the architecture of the space, the logotype was designed to expand and contract according to its margins—mirroring the way the brownstone sits tightly between neighboring buildings. Within the wordmark, the interior letterforms “N,” “E,” and “X” flex between the stable “bookends” of the outer “A” and “X,” while also functioning as adaptable graphic frames capable of highlighting content and artwork.
The primary typeface is bold and structural, referencing the toughness of Chicago’s brick architecture while remaining restrained enough to recede when needed. It is paired with the elegance of Didot, which softens the composition and introduces contrast. Both typefaces operate within a flexible 12-column grid—often divided into quadrants—to create balanced, memorable layouts.
A palette of intermediate and tertiary hues completes the system, providing a broad yet cohesive range of colors that allows marketing materials to adapt to the gallery’s evolving exhibitions and events while maintaining a consistent visual identity.
