Roundabouts Now

Logo Branding

When upstate NY-based artists Alta Buden and Craig Monteith approached me for help with their new gallery’s logo, they sent over a literal napkin sketch of what they were thinking. The new gallery, located in Kingston, is right near a traffic circle, AKA roundabout, and they wanted to lean into the look of a highway sign, but in the shape of an infinity symbol. I was intrigued, and immediately began thinking about font choices.

I rapidly discovered Highway Gothic, a font created by the United States Federal Highway Administration for use on road signage across the country. While this choice definitely satisfied the brief, it left out the clean look that the gallerists were looking for with their logo. After some digging, I found Overpass by Delve Fonts, which is based on Highway but with some critical updates – namely that they adjusted the font to be optimized at small sizes. This made all the difference, giving the font an intentional look. When paired with the custom-designed infinity arrow mark, the logo came to life.

Alta and Craig took the logo and ran with it, creating road-sign-like environmental graphics for the front of the Roundabouts Now building and directional signage for the parking lot and within the halls of the building.

Visit the gallery website here!