This branding work and the accompanying brand manual develops the concept from which the brand-logo took form. Since an art gallery can be conceived as a key to accessing the world of arts, a key was choosen as the main symbolic graphic element. The development of the concept has therefore focused on the shape of a skeleton key, which was to be elegant and classic, but also effective. Using the initials of the company's name (art, atelier, Simon, Bonsense - therefore a, a, B, S) has provided an opportunity to "play with the shapes of the letters to get the handle, obtained crossing the two a's, and a double blade in which the initials S and B were used. The result is a logo of classic impact, inspired by the soft shapes of art, recognizable and easily distingushable.