The Third Line Gallery

The Third Line is one of the leading contemporary art galleries in the Middle East, representing a strong roster of regional and international artists, and serving as a vital platform for cultural dialogue and creative expression in Dubai and beyond. Leisure Land was commissioned to refresh The Third Line’s brand identity to reflect its evolution while preserving the gallery’s established presence in the art world. The goal was to modernize the logo and visual system without losing the spirit of the original identity. Working closely with the gallery’s leadership, I redesigned the logo with a minimalist, typographic approach that balances contemporary elegance with quiet confidence. The new mark is flexible and timeless, designed to live comfortably across digital and print, from exhibition catalogues and invitations to web and social applications. The refresh extended into the development of a modular brand language and design system that could adapt to a wide range of curatorial contexts and artist aesthetics. The visual direction emphasizes clarity, space, and restraint, allowing the artwork to remain the hero while the brand identity maintains a consistent, considered presence in the background. This project underscores Leisure Land’s approach to design as a tool for quiet power and cultural storytelling.