HFA, the art collective, is also HFA, a highly visible brand. This tongue-in-cheek duality is both a comment on the commercialisation of art, and a support for rich graphic developments. Much like we used brands in our art, we believe in building brands upon art.

Bad Art for Bad People, HFA’s blog, which we started in 2004, evolved from a personal archive into a full magazine, publishing exhibition and book reviews, in-depth interviews, and opinion pieces from a tightly-knit group of contributors. The publication also owns a professional photographic archive covering over ten years of exhibitions, main art fairs and art biennales.

In order to facilitate interactions between the many stakeholders of the art world, HFA has developed a colour-coded universal labelling system. Used as a categorisation tool on our blog, it helps viewers put art into proper perspective. Museums, and Institutions are encouraged to print ready-made labels, and to apply this new standard to their collections.