saul studio

Humber Street Gallery is a contemporary art space based in Hull, UK. The gallery hosts a programme of free exhibitions, supported by a series of talks, performances, screenings and workshops. The studio was invited to rebrand the gallery and, as a major part of this, overhaul the wayfinding system.

The new identity centres around a new logomark, which uses a custom version SM Maxéville Constructed by Soft Machine, and draws inspiration from Hull's ship docks and market heritage. The logo also carefully considers its relationship with the gallery's primary partners and supporters.

The introduction of yellow into the primary colour palette is influenced by the building's former use as a fruit and veg warehouse and in particular the banana ripening rooms.

The wayfinding effectively orientates the complex corridors of the three-storey space and includes the renaming of the galleries on each floor.

Photography by Justin Slee