The Joseph Gallery is recognized in the Parisian universe as a true incubator of the latest trends and new talents of various natures: design, fashion, art... It offers more than 20 exceptional places that stand out for their architectural and historical richness. For the redesign of the graphic identity and particularly the logo, we put space at the heart of our artistic approach by proposing a typographic work. Each letter comes to assert a stability and an anchor defining a global space. The work of the "o" is certainly one of the most obvious translations, expanded, it induces the diversity of sizes of each proposed place.