THF Raw transforms peripheral corners of the B. & M. Theocharakis Foundation into experimental stages for curators and artists. The logotype and visual identity mirror this flux, bridging interior architecture with the city’s exterior rhythms, reflecting a museum alive with dialogue, movement, and the reinterpretation of space. Inspired by the inhale–create–exhale cycle, the identity embodies art as an open, collaborative process.

The logotype’s letterforms extend beyond typographic function into large-scale graphic devices, shaping spaces, materials, and layouts with a dynamic, improvisational logic. This system amplifies the exhibition’s experimental spirit, turning each letter into a tool for visual exploration, reinforcing inclusivity and the dialogue between raw alternative sites and curated experiences.