Contemporary art is evolving with the introduction of new tools, mediums and experiences. In celebration of this, Art Basel has launched Zero 10, a curated initiative dedicated to digital and new media art, with a brand created in partnership with Saffron Brand Consultants.
The launch comes as digital art moves to the centre of critical and commercial discourse. Zero 10 unites artists, collectors, and galleries engaging with emerging media—from generative systems to AI—within a framework rooted in Art Basel’s curatorial credibility.
Saffron was tasked with expressing that ambition through a brand that could stand on its own, yet remain recognisably part of Art Basel’s ecosystem of experiences. The result is a positioning and identity that invites exploration: adaptable and unafraid to push boundaries.
The name Zero 10 takes inspiration from Malevich’s seminal 1915 exhibition Last Futurist Exhibition of Paintings 0,10, a pivotal moment for modern art that marked a break from convention and a leap into the future. That duality between origin and progression informed the creative concept. The brand’s iconic 010 symbol anchors the identity, acting as a frame for artists and content while signalling openness to experimentation.
The Zero 10 initiative offers curatorial depth, while its brand balances rigour and innovation. Its confident tone and design system allow it to evolve as the programme grows across global installations.
This isn’t the first time Art Basel and Saffron have joined forces. In 2024, Saffron worked with the organisation to define its global brand strategy. That foundation helped accelerate Zero 10’s development, enabling it to speak to a new generation of artists and collectors while reinforcing Art Basel’s leadership in cultural discourse.
Zero 10 debuts at Art Basel Miami Beach with twelve exhibitors, including leading digital artists and established galleries, with works spanning immersive video, interactive robotics, and AI-generated installations. The brand serves as the initiative’s public face and strategic backbone, helping Art Basel connect with tech-native audiences while continuing to set the standard for excellence in art.
Luz Erhardt, Chief Client Officer at Saffron Brand Consultants, said:
“Zero 10 successfully shows how a legacy brand can intentionally evolve and expand its ecosystem to bridge tradition and innovation. We are honoured to support Art Basel as it steps into new creative territory and excited to continue our close partnership.”
About
Saffron is an independent global consultancy dedicated to creating brands, and building memorable experiences. With teams in London, Madrid, Tokyo and Vienna, we help businesses deliver the promise of their brand through strategy, design and product. Our expertise has made brand work for clients including Meta, YouTube, Amazon Ads, Repsol, AlphaSense, Gulf Air, British Museum, the City of Vienna, and the V&A Museum.saffron-consultants.com
