Galeria Seta was a São Paulo art gallery founded in 1962 by art critic Pedro Manuel Gismondi and artist Maria Cecília Gismondi.[1] The gallery operated publicly until 1986, when it ceased holding exhibitions and began functioning exclusively as an art office.[2]
Design and History
The Galeria Seta mark was created in 1963 by Brazilian artists Hércules Barsotti and Willys de Castro, who had jointly run a graphic design studio in São Paulo since 1954.[3] The pair also designed the logo for Galeria Novas Tendências, another São Paulo gallery project that ran until 1965.[4]
Both artists were associated with the Brazilian Concrete and Neo-Concrete art movements. Willys de Castro was a painter, graphic artist and designer linked to these movements, while Barsotti was a fellow Neo-Concrete exponent.[3] Their graphic work for Galeria Seta reflects the geometric, rationalist approach characteristic of their broader artistic practice.
Meaning and Symbolism
The gallery’s name “Seta” means “arrow” in Portuguese, and the 1963 mark designed by Barsotti and de Castro incorporates an arrow motif.[1] The design uses simple geometric forms consistent with the Concrete art aesthetic, emphasizing clarity and directness in its visual language.
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