BRANDING:
Aquatint, Conservation of Works on Paper
AQUATINT, CONSERVATION OF WORKS ON PAPER
Aquatint deals with the care, conservation and restoration of works of art on paper. Other services include bespoke mount solutions and conservation framing, packing of restored works, and technical support for institutions, museums and galleries.
My job was to design their brand identity and to implement it in printed and online material.
DESIGN BRIEF
Naming - The brand name aims to establish a clear link with the restoration and conservation art industry. "Aquatint" is a widely used printing method that became very popular in the late 18th century.
Visual Identity - The brief was to create a visual identity that echoes 3 characteristics of the restoration and conservation process, "quality, accuracy and detailed work". It also needed to appeal to both classical and contemporary art clients of any gender.
I designed a shape for the icon that evokes the style of classical greek decoration symbols, which is art related and looks to appeal to a traditional audience. On the other hand, the simplicity of the shape and the sans-serif typography looks to reflect a modern style, aiming to connect with a contemporary audience as well.
The concurrence of squared and rounded shapes in the symbol can be seen as reflecting the masculine and the feminine, which resonates with both gender audiences. The squared shape of the icon also relates to the framing aspect of art work.
COLOUR SCHEME AND TYPOGRAPHY
The colour scheme aims for polyvalence. It looks to fit into both classical and contemporary environments, and to appeal to any gender.
Raleway was chosen as an elegant and modern looking sans-serif typeface family that can work in traditional and contemporary art environments.
BRAND APPLICATIONS
