Branding & Art Direction
The ArtCircus brand promotes individuality and creativity; collaboration and purpose. It has a powerful message about coming into your own and celebrating who you are. For this reason, a free flowing, light-hearted, hand-drawn and spirited logo was required. It could be like nothing else seen before.
Much like the finale in a circus performance, there is candid movement, playfulness and drama to the way in which all shapes within the logo itself come together. Despite its organic and almost painterly appearance, there is also a harmony and balance to the letterforms and the way they exist together, as the mark utilises a mixture of lower and upper case, as well as glyphs decorating letters like paint splatters on a canvas.
Coast was instrumental in creating a mark that was ultimately unique, forever young and captured the essence of the brand itself. Ironically, the mark is void of colour so not to distract from the product, but is packed full of personality. It’s as bold as the strongman, cheeky like the clown and fanciful as the ringmaster himself. It represents coming together, collaboration, creativity, curiosity and one-of-a-kind authenticity.
