Proposed branding design for Strasbourg’s Contemporary Art Fair St-art. In the creative profession everything start with paper â€“ sketches, roughs, ideas which are scribbled and then discarded. The branding concept is based upon how folding and screwing up paper often leads to ideas. This intial phase of the creative process is common to all creative professions and work which is displayed at the art fair.
I decomposed the original St-art logo in order to design my new evolving logos which are created from folded and layered paper. In the negative space of the logo you can visualise the sheets of the paper, and through the angles of the typography you can see the folds.
The logo is in constant evolution, like contemporary art, and the creative mind of the artist, and can be represented in infinite ways. The perspective, the angle and the fold of the paper changes on each medium.