The commission of this project was to create a logo that could represent the variety and diversity of the different disciplines and artists every year in Miami. The idea behind the project is to create a whole week of music and arts events around the city to expand the art fair.

A dynamic logo to express the diversity of industries, artists, and styles

The logo was created to represent a dynamic container, giving space inside to all the activities, people, music, and art styles. The logo flexibility, which can be expanded vertically or horizontally, is a metaphor for the global diversity that reigns the city during those days.

A dynamic system for a dynamic logo

We create a simple one. A system base on a simple grid adapted to the proportions and flexible sizes of the logo, which allowed create multiple and different expressions by changing the content inside. Also, the idea was not to provide official brand colors but to allow the system to use the colors or palettes of the content inside.