SDFAS
Overview
The San Diego Fine Arts Society is a Point Loma-based nonprofit organization that is dedicated to fostering a thriving arts community by providing local artists with the resources they need to establish themselves in the fine arts world. With a mission to connect artists with donors and gallery clients, the SDFAS seeks to promote and elevate the work of emerging and established artists alike.Targeted at individuals aged 30-50 with a passion for the arts, the SDFAS brand embodies the creativity and innovation that are hallmarks of the artistic process. By providing a platform for artists to showcase their work and connect with potential patrons and clients, the SDFAS is instrumental in helping to build a vibrant and thriving arts community in the San Diego area.
Approach
The mark for this brand is an innovative design that captures the essence of a work in progress. By visually separating each letter and leaving them waiting to be connected, the mark symbolizes the creative process of artistic expression. The use of bold, visually distinctive colors further underscores this concept, serving to connect the mark back to the colors used by artists in each of their mediums.
To create a cohesive visual identity for the brand, a system was implemented that makes use of block colors as primary graphics. These blocks not only reference the fundamentals of geometry and art movements like cubism, but also provide a subtle yet impactful approach to the graphics. This consistent visual language is applied across all materials, from websites to business cards, reinforcing the brand's identity and strengthening its message.
