Branche Kultur
Agentur Pentagram

New identity for SECCA


SECCA, the Sou­theas­tern Cen­ter for Con­tem­porary Art, reo­pened this sum­mer fol­lo­wing an exten­sive reno­va­tion. Not only the buil­ding was refres­hed and impro­ved; the institution’s iden­tity was com­ple­tely rede­si­gned by Luke Hay­man and his team Pentagram).


Loca­ted in Winston-Salem, North Caro­lina, SECCA is com­mit­ted to pre­sen­ting con­tem­porary art to a local, natio­nal and inter­na­tio­nal audi­ence. As a non-collecting insti­tu­tion, SECCA pla­ces par­ti­cu­lar value on its space, one always evol­ving and chan­ging with each visit­ing exhi­bi­tion or pro­duc­tion. “Flux” became an import­ant key word during design explo­ra­ti­ons and the final iden­tity con­veys a con­ti­nuing flow; the logo lite­r­ally moves and fluc­tua­tes, echo­ing the con­stant change of SECCA’s gal­le­ries and com­mu­nity programs.


A visit to the organization’s home­page,, will illus­trate the flui­dity of the new logo, yet print mate­ri­als also cap­ture its motion. Though the pre­sen­ta­tion is sta­tic, the logo imparts the con­stant move­ment of the ani­ma­ted mark by appearing in dif­fe­rent con­fi­gu­ra­ti­ons in each app­li­ca­tion. These varied stills imbue move­ment across sta­tio­nery, col­la­te­ral mate­ri­als, ban­ners and signage. The fonts used for the iden­tity are from the Mono­type Gro­tes­que family.


The color palette, employ­ing a rich spec­trum of greens, reflects the woo­ded pro­perty and lush foliage sur­roun­ding the cen­ter. In an excit­ing and unusual twist, the archi­tect used the identity’s palette to apply color to the buil­ding, an uncom­mon and wel­come depar­ture from the usual pro­cess where gra­phic design takes inspi­ra­tion from archi­tec­ture. The bold new colors are fea­tured in fins of green across the building’s façade.


Throug­hout the pro­ject the design team worked clo­sely with SECCA direc­tor Mark Leach and cura­tor Ste­ven Mati­j­cio. The center’s web­site and signage was desi­gned by Elliot Strunk of Fifth Let­ter from Pentagram’s core gui­de­lines. SECCA is affi­lia­ted with the North Caro­lina Museum of Art whose new iden­tity Pen­ta­gram desi­gned last year.