Bridging traditional and digital art, the branded initiative extends Art Basel’s curatorial legacy into the digital era.

Expanding Art Basel into the digital era

Since 1970, Art Basel has connected artists, galleries and collectors through its commitment to powering opportunities across the international art community.
After collaborating to define its strategic north star, <a href="https://saffron-consultants.com/work/art_basel" target="_blank" rel="noreferrer noopener">Powering the World of Art,</a> we partnered again to help launch its newest global initiative: Zero 10, a curated program for art of the digital era, introduced at Art Basel Miami Beach.
Rooted in Art Basel’s legacy yet built for the future, Zero 10 embodies the institution’s long-term commitment to supporting and contextualising innovative forms of creation.

Its name reinterprets avant-garde artist Malevich’s 1915 exhibition Last Futurist Exhibition of Paintings 0,10—a pivotal moment that reshaped modern art. Reimagined for today, ‘Zero’ suggests a point of departure, while ‘10’ evokes progress and momentum.
Zero 10’s brand identity expresses this duality. The separation between the numerals transforms the logo into an adaptable frame, an open space that can house the artists, formats and ideas presented. Bold art direction, intentional typography and a confident voice complete an identity made to evolve, remaining flexible as the brand’s offering grows. Designed to flex across global contexts, the system stands solidly on its own while integrating naturally alongside the Art Basel brand.

By pairing curatorial rigour with innovative experimentation, Zero 10 exemplifies Art Basel's long-term strategy to expand its ecosystem. The new brand secures a strategic foothold in a fast-growing segment, actively broadening the institution’s reach and championing forward-looking practices.

Art Basel launches Zero 10

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