INSIGHT
COMPUTERARTS.CREATIVEBLOQ.COMJUNE 2019
DAVE BROWN
Co-founder,
Brown&co
http://www.brownandco.coANTONIA HUBER
Co-founder,
AH-KB
http://www.ah-kb.com“While the identity is typographically strikingly
simple, I fail to see how it communicates the
intent ‘to both recreate and reinforce the
creative atmosphere of one of London’s most
divided boroughs’, as the press release states.
What I see is a mono-dimensional
typographic identity that’s clean, conservative,
but devoid of personality. I don’t understand
the reference to positioning the colour palette
as ‘symbols of the punk spirit that burbled up
in and around Kensington and Chelsea’. In
fact, it’s the antithesis of this, since the punk
spirit and era was defined and influenced by
the Dada movement where anything goes with
spontaneity, anti-conformist attitude and no
adherence to a rigid typographic grid.
If this was an identity promoting the
International Conference on Typography &
Visual Communication then it would be a real
hit, but it leaves me feeling disconnected from
what will most probably be an explosion of art
for a diverse community to enjoy.”“The brief was to design a bold and flexible
visual identity system that would encourage
community engagement and create a buzz
around the festival. We arrived at the concept
of ‘getting closer to art’ as its main inspiration.
The identity works without images at the
start of the application process; at this stage the
focus is on typography being the main carrier
of the brand. The logo is set in Lutz Headline,
and the initials function as a key visual.
Being cropped, enlarged and abstracted, they
highlight the shape and form, and introduce
the abbreviated version of the event’s name.
After the venues have sent imagery of their
programme, these images will be placed into
letterforms. Presenting the logo in this way
reinforces our concept – by looking closer new
things can be seen and new ideas are created.
The blue and red are modernised versions of
the Royal Borough’s colours, while the yellow
and green are a subtle nod to the 70s punk
aesthetic and early Sex Pistols posters.”CARSTEN PRENGER
Managing partner,
stay golden
http://www.staygolden.de“The impact of a concise typeface is often
underestimated. And so I welcome the decision
to put typography at the centre of this rebrand.
One can certainly argue about whether
a rebrand makes sense after only one year.
But beyond that, Antonia Huber and Kelly
Barrow have created a reductive yet concise
visual identity. Its appearance is based on the
interplay of a technical font and a few selected
colours. And it works. When you look at the
KCAW website, you’ll find some nice examples
of its integration with imagery.
The only thing I feel is missing are additive
design elements that could be used within
certain layouts. That way, the design concept
could gain more independence, even in a
reduced form such as lines or patterns.
On the whole, the new visual identity is
a nice fit to this cultural event. It has a lot of
flexibility – look at the usage of the logotype –
and allows for a memorable overall appearance.
Well done, AH-KB.”What’s the professional verdict on AH-KB’s rebrand of the
west London arts and culture event, now in its second year?
Focus on: Kensington
and Chelsea Art Weekend
REBRAND FOCUS