Common Name is the fantastic New York design duo of Yoonjai Choi and Ken Meier. Perusing their engaging portfolio of cultural clients, I was particularly struck by the work for Artsy. Simple and elegant, the identity they created seems to frame the company’s name, a clever device for an “art discover tool.”

From the website: Artsy is an ambitious new art discovery tool, connecting users with an expansive database of works, spanning movements, styles, and time periods. Through partnerships with galleries and museums around the world, Artsy collects and organizes art using its proprietary Art Genome, a broad, ever-growing semantic database…

Dig this project and more at common-name.com.