DesignAbout
Joof
Joof is a new, non-collecting art museum based in San Francisco. Drawing inspiration from the city’s countercultural legacy and its history of challenging established art norms, I designed a logo that embodies this spirit of defiance. Instead of following traditional design conventions, I created a series of abstract, organic forms—each one a subtle deformation of the letterforms in the name. The result is a visual identity that exists in the space between brandmark and wordmark, reflecting Joof’s commitment to experimentation and reinterpretation.