Entitled "The year Joaquim Mir", this campaign paid tribute to the different activities the Catalan painter active through out his artist life.
The artist was known for his finest example of post modernism; he renewed the landscape genre in the late nineteenth century with a very personal style which emphasized the dynamic, colorful and expressiveness.
This project was is within my portfolio since 2006. This project is an example of how 1 image (logo), can clearly represent the essence and values of one corporation.
The process for creating the imago-type design was based on three factors: the artist’s work, inspired by mountain landscapes and coastlines, his own portrait which is characterized by the hats he wore and his unique bushy beard.
I also incorporated the artists own signature. The signature once flipped, provides an image that converges the two above factors (mountains and the artists portrait). The imago-type was created by using a stroke of imperfect finish, simulating the stroke of the knife that Joaquim Mir used for his work.
The logo design is inspired by the typefaces of one of the best poster painters of the same modernist’s stage: “Ramon Casas”.
After the analysis of various compositions and writings, I concluded the brief by simulating the style of that period in the past.
The brands colors are inspired by the color range that the painter mostly used, pastels and clay. Hence, along with other artists with the same painting trend, were renamed the "Colla del Safrà" (gang of saffron).
From this project I like to demonstrate the importance of collecting and analyzing information before any drawing or sketch with undertaken. Only this can ensure a strong brand, consistent and able to represent graphically each of the values, style and essence of a corporation.
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