Athletics’ modular, cross-cultural identity for GOCA is about putting artists in the spotlight

Nestled in New York’s Chelsea district, GOCA (Gallery of Contemporary Art) is the first of its kind, showcasing the oeuvres of both emerging and established artists from Japan and across Asia, with works spanning mediums such as painting, ceramics and sculpture. The initiative, launched by GARDE, a creative branding and interior design firm from Japan, aims to enhance the global recognition of some of the most captivating artistic voices from Japan and Asia. “The gallery’s mission is to offer a space that bridges cultural divides, introducing U.S. audiences to fresh voices in contemporary Asian art,” Senior Designer Sebastian Páez Delvasto explains. “GOCA aims to balance the gravitas of New York’s elite art world with the human warmth of its featured artists.”

Assigned with the brief to create GOCA’s identity, New York City-based brand innovation studio Athletics delved into this idea of duality, developing a look that is both “approachable and sophisticated,” one that will resonate with New York’s established art scene while reflecting the contemporary nature of the works displayed.

With a stark, typographic direction familiar to gallery spaces, Kobe serves as the brand’s primary typeface, working alongside GT Alpina for hero headlines and ES Klarheit as the main typeface for body copy (“distinctive harsh cuts in the inktraps render it both unique and highly readable for extended texts”). “This typeface combo can support the gallery’s diverse needs,” explains Páez Delvasto, “from exhibition posters to web content, creating a cohesive typographic system that’s both functional and expressive.” The wordmark’s letterforms, set in Kobe, are all lowercase to create a more open and accessible feel, with letterforms inspired by the Japanese katakana script. “As a writing system often used in Japan to introduce foreign words,” he continues, “katakana embodies the idea of cross-cultural dialogue – perfectly aligned with GOCA’s mission of bringing Asian art into a Western context.”

The final wordmark, particularly the single-story lowercase ‘g’ made of two separate elements, evokes the brushstrokes of katakana with its balance of curved and angular forms. “We eliminated the counter of the letter ‘o’ and transformed it into a perfect circle,” Páez Delvasto tells us of the wordmark’s adjustments, “symbolising the concept of a spotlight, backing up the idea of placing the artist at the centre of the stage.”

In addition to having a “clear and accessible” voice, the brand system needed to be flexible enough to allow each artist’s work to shine. The foundational shapes – circles, lines, and angles drawn from the wordmark – form the basis of a modular graphic system, acting as framing devices for artists, artworks, and important information. This, according to Páez Delvasto, is what GOCA is all about – the art and the artist. “Every design choice, from the flexible framing systems to the dynamic use of the ‘o’ as a spotlight, is about giving space for the artist to shine.”

From these geometric shapes, Athletics also created a system of patterns that can be infinitely reconfigured, built using algorithmic design tools. “Generative patterns were chosen to reflect the gallery’s role as a living, breathing platform for creative expression. They allow the brand to evolve alongside the gallery’s programming, offering visual variety without sacrificing consistency. Each pattern serves as a backdrop that supports – but never competes with – the featured artworks.”

Much like the visual identity, the site’s structure is modular, allowing for easy updates as new exhibitions and artists are introduced. “It emphasises clarity and navigation simplicity, ensuring users can quickly explore upcoming shows, learn about featured artists, and engage with the gallery’s broader mission,” notes Páez Delvasto. “This digital experience reinforces GOCA’s role as a hub for cultural exchange – even for visitors who have never stepped foot in Chelsea.”