The gallery commissioned The Bon Ton for a rebrand when they were moving to their space in Little Titchfield street. It is a gallery with a scholarly approach and a deep love for anthropology and language. We developed a Modular typeface based on a kit of symbolic parts that unite together in animated form. We researched semiotics and the idea of a universal language to reach their wide international audience. We used the modular typographic forms to build a range of bespoke punctuation and symbol to feature throughout the identity.