The Alexandre Gallery represents and exhibits early 20th century American artists. They wanted to refresh their original logo to go along with their move from the Upper East side to the Lower East side of New York City. The original logo was set in Garamond Old Style Figures. To lend a classic aesthetic with a modern twist, we chose a contemporary typeface inspired by Garamond and customized it. We flattened the terminals into more of a slab serif and made the crossbars thinner. This lends a sense of lightness while still maintaining a grounded quality and creates an overall feeling of timelessness and trust.