Re-designing the Logo to own the art movement in India.
IndianArtCollectors is community portal that represents artists, buyers, collectors, dealers and galleries of Indian contemporary art. A decade later, as IAC forays into the booming e commerce market, it decided to celebrate its 10th anniversary with a relaunch and redesign of its logo.
The new logo was expected to establish IAC as a leading platform for original art and artists. The logo had to have sensibility & authenticity of art and logic & science of technology and data – the two drivers which make IAC what it is.
Beauty and aesthetics have been praised from time immemorial. But little did people know that the most effective, perfectly balanced, and visually compelling creations followed the tid-bits of mathematics. IAC is inclusive for audience and artists, but exclusive about knowledge. Having this as the corner stone for designing it’s brand mark, three key principles of design were applied.
The ‘I + A’ of the brand mark is created based on the principle of Symmetry. It creates a sense of harmony and beauty in proportion and balance. It is found everywhere in nature, and is probably why we find it to be so beautiful. Symmetry is also something that makes every artwork appealing to the eye. Symmetry is an integral part of any artistic composition, across mediums.
The ‘I + A’ of the brand mark fits in perfectly in the classical order of architecture where the Vitruvian Man determines the ideal source of proportions. This image demonstrates the blend of art and science during the Renaissance and provides the perfect example of Leonardo's deep understanding of proportion. Leonardo himself was an artist and a scientist both, and is a big inspiration to IAC.
The ‘C’ outline that map the symbol, are circles with diameters proportionate to the Fibonacci series. The logarithmic spiral of the Golden Ratio, based on the Fibonacci series, is the most efficient outcome of natural forces. Golden Ratio is found in the design and beauty of nature, it can also be used to achieve beauty and balance in the design of art. In IAC’s ‘C’ we see the Fibonacci spiral formation and we see the golden ratio formation where the circle cuts to form ‘C’. A universal constant of design which creates a sense of balance, harmony and beauty in the design of all we see and experience in nature. As true are these key principles for individual alphabets, they all work for the entire brandmark as well.
With the 2015 relaunch, IndianArtCollectors has created an ownable contemporary brand mark for itself which establishes it as a leader with better sensibility and expertise in it’s subject and the idea mix of art and technology. With this brand mark, IndianArtCollectors owns the art movement.