OVERVIEW
ATOM–equal parts incubator and art gallery–is a creative complex examining human and machine-made applications of art and emergent technology through education, exhibition, and performances that allow artists and the public to engage in a multi-dimensional way.
The challenge was to ideate, design, and develop a bespoke visual identity and brand collateral for this new entity concept.
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DETAILS
Branding
Motion Design
Print & Digital Suite
Date: 2017
Logo Design & Branding
I drafted 50 logo concepts, experimenting with words, monograms and graphic, geometric shapes. The solution was to create a wordmark that encompassed the brand’s core concepts down to the essence of purest form—the atom.
At once, modern and nostalgic, the minimal logo synthesizes innovation utilizing technology to push art, and the definition, in new directions. Consistency of appearance in all sizes and locations was paramount for the logo. The abstract mark is balanced to scale across collateral and leaves room for interpretation.
The brand typeface is Aktiv Grotesk. The Regular weight variation is predominantly used for body text with Bold Extended utilized for headings and larger scale display. BC Alphapipe is a secondary typeface used as a title font and when necessary, to make a singular statement across media.
Print & Digital Collateral
This identity celebrates the relationship between time, creation, and technology—crucial elements of the core brand—and demonstrates vibrancy in form and color. This allows for immediate recognition even in the most limiting of situations.
