About the Art

UK Contemporary art webzine


Create an modern art news webzine brand identity that appeals to the youth.



Journalists & young adults/professionals that dont have the time to stay informed of what goes on in the art world.



Making a easy to recognize identity that focuses on color contrast, the logo has to be made less interesting than the content (One the main Bob Gill rules : If your text is interesting, make the graphics around it less interesting ). We came up with a really simple solution, what if the logo was indeed extremely interesting but in a simple way ? The simplification of the brand identity would be a small red dot but the semantics and symbolics around it must be rock solid.



The logo comes down a simple red dot over an inital, it is’nt however that simple. The logo embodies all the values and messages of the brand whilst staying discrete, the red color acts as a recognition cue and should also be used as a recall signal (Whenever you see the red ART type you go to the red dot and vice versa ). These subtle and complex details are what makes the logo and the whole identity work.



  • THE “I”

Literal representation of the international information graphic symbol, the information symbol conveys trust and a sense of expertise. It is also an allusion to most “about pages” iconic representation.


Iconic representation of a brushtip engraved into the “a”, gives an elegant touch to the brand. Covers the “art” part of the logo.


The basic lowercase “a” serves as a simple way to abbreviate “about” and “art”, the brushtip and information symbol serve the same purpose more subtly. This supports the typography and gives more overall coherence to the brand.


The typography is set in klavika to give it that modern-web look, the word art, is set in red and will serve as a memento for the logomark.


The “i” dot is also set in red and will be our logotype reminder, will also serve as a substitution symbol and favicon.



The logo is really well thought for the web (Because the brand mainly consists of a webzine ), but it cannot be used in inhouse or faxes or some other situations like cheap quality paper printing etc. These two monochromatic versions were made for this main reason, and they remain fairly respectful of the original identity.



Red symbolises the most important aspect of art, passion, it also conveys immediacy, which is crucial for an informative webzine, this is also our primary hierarchical color.

Black is very conventional, a very serious & professional color, it is our primary body color, looks great & very legible vs light backgrounds.

Concrete gray is a very light gray that symbolizes a strong foundation, it’s very neutral and makes a great background color.



The typography work was quite simple for the project, is it a web based magazine and that led us to set the main type in klavika, it is our primary title type and defines well our brand. The secondary typeface was chosen to contrast well with our Klavika, it is a mix between a garalde and a modern serif and goes well with the “informative” theme, it’s our main web body font and works just as well in print situations.



The website was optimized for blog posts, it uses a pretty well known CMS, wordpress, the design was developed into a theme and custom pages were made, the color red is the main identity element for our webdesign. We maintained a crisp and modern and centered the whole design around the actual content, the stationery package is very discrete and is more functional than visual, the main identity lies in the web presence.