Branding concept:

In artistic professions everything starts with paper and sketches, ideas are scribbled and then discarded. This interaction between the artist and the paper, the scrunching and folding, initiates the creative process.

I decomposed the St-art logo by folding and scrunching paper in order to create new evolving logos. Interaction with the paper can now be seen in the negative space.

The logo is in constant evolution, like contemporary art, and the creative mind of the artist, and can be represented in infinite ways.