Updated branding for Art in the Heart.
Art in the Heart is an inspirational art gallery and gift shop offering a vibrant range of original paintings, ceramics, sculpture, glass, textiles and accessories.
They source all pieces from talented artists, many nationally or internationally recognised, who want to share their passion for creativity with all art lovers.
About the updated logo design
The ‘signature’ logo design takes inspiration from the nature of the business including; name, type of product offering and retail style. The new logo for the visual identity is symbolic of this dynamic flow.
Relationships with the new branding
The products on display and being sold at Art in the Heart are predominantly small quantity, limited edition runs, or one off original pieces of art. Due to their exclusive nature, and as a direct reflection of accompanying handmade and personable qualities, I have designed a logo ‘symbol’ that is a unique piece of art – free of any pre-created fonts, which has been crafted by hand. I felt this was necessary in order to inject deeper meaning in to the brand creative: richer connectivity with artists and arts based products, greater authenticity and provenance.
The logo type (font, below displaying ‘Art in the Heart’), is simple, clear and free of unnecessary clutter. It creates a sense of authority and has been chosen so that it does not detract or conflict with the feel and direction created by the logo symbol. This helps to position overall visual communication style.
From a business perspective, the logo has real purpose. A great deal of logic and sense is attached to the creative and emotional context of the design. In addition to communicating what Art in the Heart does, attention has been carefully applied during the design process to help create positive engagement with the logo.
Although by its very nature, art (and therefore design) is subjective, there are steps that can be taken to guide reaction. Some of these include omitting negative elements (clutter, unnecessary complexity), and including aspirational qualities (seen in positive shape and flow), is also a key part of how this design works.
It is hoped that emotional stimulation will lead to a positive relationship with the logo subconsciously and/or consciously; on impact, during future participation with the brand and through memory recall.
The new logo is a big step forwards, yet remains true to the original concept in positioning the letter ‘A’ within a heart shape. In terms of overall experience the design delivers warm, friendly and expressive feelings. It has a refined, crafted nature to the design which adds a touch of class, elegance and personality. All of which are traits often attributed to the art world, and all of which we tend to warm to as humans.
I hope you like it.
Simon Bell,
Director
