A branding project for a company that seeks to redefine art for the Chinese audience. 这家公司想重新定义你我和艺术之间的关系





Concept
概念阐述
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Project Background
项目背景
As a company grows, it needs to respond to market changes, even in the transitions in mindset of the founder. The branding of the company needs to adapt and visually reposition itself to both business partners and consumers. This Shanghai based company has pivoted to the art industry, doing art buying, curating, exhibitions, residency programs, artists related events and collaborations.

Interestingly, the client has a different take on what art means relative to prevailing perceptions in the China market. They believe art should be accessible to everyone, regardless of age, social status, and career background. Not only for the rich and social elites. Hence UI came into being. Part of the old entity FRUIT, and placing special emphasis on this relationship and interface between, you, I and Art.

Presenting UI. 

随着业务的发展,市场的改变,企业家不同人生阶段的感悟,一家公司会有转型的需求,品牌就随之得重塑。客户目前在上海经营艺术相关业务,艺术品采购,策展,艺术家驻地合作项目等。

但对于艺术,尤其相对于中国这个大环境,客户有着与众不同的理解。艺术不应该有距离感,更不是有钱人才能欣赏涉及的玩意儿。艺术应该走出去接近人,无论年龄,阶层,行业。所以就有了 UI 这个名字和概念。UI 还是原本公司名字 FRUIT 的一部分,但是希望是焕然一新的视觉展现。

我们很开心介绍 UI。



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The Art of U & I
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Design Rationale
设计思路
The Art of U & I.

Visually, we want to express the relationship, this literal space, between you and I. Setting the brand element apart we place content in the middle. This treatment made multiple posters into a series, and brochures into contiguous pages. And this can be done ad infinitum.

Tone and manner wise, we took special care to balance the relationship between colour and white space. We meant to present a quiet confidence.

你我之间的艺术。

这是最核心的理念。在视觉呈现上,这个“之间”是最关键的,所以我们把内容放在中间,用logo品牌符号来囊括其中。这个运用有个意外的惊喜。它能够无限延伸,让海报有了系列感,折页有了贯穿。

在调性上,我们小心平衡了色彩和空白的关系。采用的渐变色是淡雅的,表现一种内敛的自信。


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Grids & Geometry
格子与几何关系

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Colour Relationship
颜色关系


Like a person, a company grows, adapts, changes. Branding design needs to cater for that possibility too. The three colour tones were meant to roughly correspond to Art, Design, Event, three potential core offerings. Or it might not. And that's ok. 

Branding design is a vessel, encapsulating a founder's vision, within the existing visual parameters of an industry. 

Just like the shifting colours below, UI promises to become so much more. And that's our best wishes. 

就像一个人,一家公司会成长,顺着环境改变。品牌设计也不应该是一个句号,我们需要在设计里面预留这些种种的可能性。目前三种配色,可能会变成未来艺术,活动,设计,三个核心业务板块。如果未来的发展不是如此,这也是ok的。

品牌设计是一个载体,承载了企业家的愿景,在一个行业内的符号语言里。

就像下面百花齐放的颜色,UI 的未来也会是如此。这是我们最诚恳的祝福。


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