Art Reoriented, a curatorial and art consulting practice specializing in contemporary art from the Middle East, was founded by Till Fellrath and Sam Bardaouil.


Art Reoriented logotype. The word Art reads when the logo is straight, and once flipped/reoriented the word becomes Art in Arabic (فن).

Text from Sam Bardaouil (co-founder of Art Reoriented with Till Fellrath):
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Art Reoriented is a curatorial and art consulting practice specializing in contemporary art from the Middle East. Since our inception, it was important to achieve a brand identity that highlights our area of expertise and reflects our equal grounding in museum practices, contemporary art developments and cultural management. Furthermore, it was essential to create a visual language that reflects our cultural interests.

Our Logo and overall corporate identity, developed in close collaboration with Mr. Zoghbi, manage to achieve all of these objectives. The typographic play on merging the words “Art” and “Fann-Art in Arabic” speaks clearly of our juxtaposition of East and West, without allowing one to upstage the other. The superimposing of diamond glazes on our business cards makes subtle references to a more traditional Middle Eastern aesthetic. Yet, the design steers away from the stereotypical visual language that is generally associated with that region. Moreover, the overall design sensibility from Logo and business cards to letterheads, stationary and Website is referential yet contemporary, creative yet functional and meets every goal we had hoped to meet with our branding. Pascal: no one could have done it better!

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Business card with UV-Spot diamond shape pattern.


Business card and Letterhead.


Primary options and alternatives for the logo before the final form was chosen.

Below are some pages from the website:
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