1.
ALTO* is a virtual gallery born in 2024 with the idea of highlighting private collections. The name “ALTO” originates from the world of logistics and commerce. It appears on crates used to ship fragile and large items, which served as the starting point for the naming. The second part of the name draws from the realm of literature and written texts, where a typographic symbol —* the asterisk— becomes a means of clarifying concepts. ALTO thus becomes a container, an empty space to be filled, deriving its purpose from the need to convey meaning. The name can be paired with other words to describe the initiatives undertaken within ALTO*’s virtual space.
MOST Studio designed the gallery’s brand based on the same concepts as the naming. Movement is represented by an arrow that, mirrored vertically, forms the asterisk, which is paired with a highly elongated, serifed typography.
