Each year the school holds a gallery opening for incoming freshmen student, which is called 'ARTBASH'. Only selective number of student are chosen to display their work to the public.
This is my personal interpretation of the ARTBASH 2017 logo design.
01 Initial Stage
I first started off with a simple shape for my logo: a hexagon shape with title next to it. Since ArtBash is an event where an entire group of freshmen student from different department comes and exhibit their work, I found representation of such diversity and tangibility of art works are important for this logo.
I wanted use element of geometry and object within my logo to represent the idea of tangibility of an art piece and idea of design object of the ArtBash event. Since I am focusing on designed object department, I guess it reflects my sense of identity here. Nothing much going on around here, but I think it is a good head start. Oh, and for the font, I decided to use 'Gotham' since that's the official font that SAIC for their style guide.
Look familiar? You are correct, the shape is based off my logo for my website.
02 Typography as shape
Instead of having the title outside of the object, why not incorporate it? Using typography as an element of shape into the logo may be a common practice, but an effective one. For my logo, I decided to actually create the aspect of 3 dimensional space by placing the typeface. A cubic shape seems to be the most ideal interpretation of the ArtBash event, as I also wanted to underscore the tangibility of sculpt, and the three sided cube which represents the diversity of the student's work.
As you can see, I added additional information onto the logo, and planning to add another description in the later stage of my design development.
Still, no color yet. I thought it's important to have the basic foundation of the logo, the structure, layout and general concept clear and firm before adding color. It's probably coming in the next stage of development.
03 Adding Color
In this stage of development, I added additional information and (finally) added a color into my work. Now the logo consists of three information:
- New contemporaries
The main theme of this year's ARTBASH is actually these three elements, so I decided to arrange compositionally in a way where it is eligible, while compositionally balanced.
For adding color to my work, I realized there was a big potential in terms of developing to the next stage. Since ArtBash is an event which has many diverse department participating, I realized that the element of color could actually represent each department and even take this logo into the realm of branding.
04 Final Design
In the stage of finalizing the design, I wanted to take the idea of branding into account. Since I wanted color to represent the specific department at school, participating the ArtBash, I added a layer of surface which underscores the visual aspect of the branding approach. Adding color to the typeface itself as a differentiating factor for each department was not clear enough.
I made sure that each side of the cube represents its own information for ArtBash.