Identity Design
by Milenne Tanganelli
The Client
www.BrazilianArtists.net
The Brief
To create an identity image for BrazilianArtists.net which promotes Brazilian artists and cultural events in the UK. Their aim is to promote all kinds of art forms from Brazil such as fine arts, music, dance, photography, painting, fashion, theatre, film, etc…
The challenge
- Being able find the essence that would embrace the richness of all art forms and the cultural diversity of Brazil
- To create a strong, colourful image that all the artists could identify themselves with.
- To avoid reference to any stereotypes and to provide a contemporary image of Brazil enhancing the natural creativity of Brazilians.
The Solution
Being Brazilian and living abroad, it helped me to create a balance between emotional and conceptual approach. At the same time, I found that providing an abstract image would allow a wider interpretation but tangible experience.
I decide to work around some basic ideas that represented the essence that would identify Brazilian Artists.net aim. It was almost like applying a selective process, so I exclusively worked around these concepts: nature, spontaneity, experimentation, inclusion, freedom, expansion, light and movement.
From this moment I found that a Toucan would embrace all these, and decided to work with subliminal representation of it. As a consequence, my aim was to work around abstraction and organic shapes avoiding geometrical sharp edges. I also wanted to use the positive and negative effect but full of colours - bearing in mind the different types of use.
Being a 3D artist, I decided to make use of the three dimensional tools. The logo came out as very experimental process, modelling and distorting a shape. At the same time I made use of cameras and angles with various lenses trying to discover and to select the best possible image. The process was very much intuitive, changing something and staring at it for a few minutes and then changing it again. At the same time, I was looking for something that resembles the letter A for Artists. After the selection of several versions of it, I have chosen one and continued to manipulate it until I got the final result.
An intriguing and spontaneous image that speaks for itself.
Source:
Brazilian Artists
