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The Plant: Art 15 branding

Work / Graphic Design

The Plant’s bright, bold spring-inspired branding for Art 15 art fair

Staying two seasons ahead (calendar-wise, at least) of the autumn art fair scrum, Art 15 takes place this week over in west London, heralded by some unmissably bright new branding by The Plant. The annual fair – now in its third outing – used to take place in February, and its new look aims to reflect its sunnier spot on the calendar. “As it’s spring and it’s a fairly new fair, we felt [the new identity] needed to look quite bold,” says Matt Utber, founder of The Plant, who also designed the fair’s initial identity. “We chose colours that were very bright and vibrant because of that light change – it reflects new life, flowers bursting into existence, it’s that kind of feel.”

The new word mark overlaps “art” with “2015” in a bid to reflect the fair’s international reach. Matt says: “It’s about bringing people from around the world into this space – there’s a sense of convergence, and an overlap of cultures and concepts.” The aesthetic was born of screenprinting experiments, and aims to create a final identity that’s bold, yet simple enough not to overcrowd the artworks on show.

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The Plant: Art 15 branding

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The Plant: Art 15 branding

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The Plant: Art 15 branding

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The Plant: Art 15 branding

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The Plant: Art 15 branding

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The Plant: Art 15 branding

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The Plant: Art 15 branding