MANDATE
The project entailed a redesign of Art Mûr’s branding with the goal in mind of creating something that feels more contemporary, clean and consistent.
APPROACH
I wanted to design a branding system that would let the artwork shine first.
The process began with the logo and creating something that could be expanded into a uniform and exciting system. The fundamental idea that I continuously came back to was the frame. The idea that it is recognizable as something that is art related and is also important to Art Mûr’s company stood out to me. This led to the logo becoming the right upper corner of a frame. The choice of using a grotesque typeface, Neue Haas Unica allowed for it to hold up well in the frame and exude a modern feel. This symbol can be easily developed due to its geometric shape and the simplicity of it. It directly frames the artwork and which makes the art the most prominent part of the company. As well, this has been able to adapt to many formats such as posters, wayfinding, merch and more.
OUTCOME
The project was very exciting because there was a lot of personal feeling of being very hands-on with the work. As well, for this project, it was very important to step away from the computer to be able to create a very connected design. This way of looking at a project was very interesting to me and has helped me in the ways I have explored other projects.
