Secci is an art gallery founded in Florence in 2013. Since then, the gallery has gained an international reputation by carrying out a high-quality and curatorial-driven exhibition program. The gallery’s rigorous curatorial approach has fostered international collaborations and partnerships by involving critics and curators.

For Secci Siliqoon developed a new Identity and Website. Secci logotype is the result of an elaboration of the primary font chosen to complement the logotype in the visual identity, the Grotta. Starting from its Bold version we have generated a hypothetical black condensed version. We then settled in detail the various problems it presented by adjusting the asymmetries as well as standardizing shapes, thicknesses and kerning with the aim of creating a logotype in which the grotesk characters of the font are softened to a point of balance between serif and grotesk.

The result is a highly readable logotype even in small formats in which each letter relates in a balanced way to the others without losing its own character. The design is therefore of great simplicity but of equal communicative presence thanks to the grotesk “feel” that gives it the right recognizability, thus representing the identity of the gallery, combining experimentation and institutionality within it, established but edgy at the same time.