Frame’s new tagline, “The Great Indoors,” provided the starting point for the new identity. Evoking various interiors with different patterns and colors, the design implies a three-dimensional space translated onto a two-dimensional surface. The patterns refer to the range of work published in Frame’s oeuvre—sometimes pop, sometimes classic, by turns calm or more passionate. The idea of three-dimensional space carries through to the publisher’s advertising and promotions. Here, the patterns are replaced by photographs from Frame publications, presented in a wholly new context. Together, the images offer an overview of the publisher’s diverse content, it’s visual flux representing Frame’s mission.