Computer Arts - UK (2019-06)

01-02 Early in the
project, the team
at Parámetro
mocked-up logo
ideas based on
the circuitous
route the tours
to the galleries
would take.
.

03-05 Work-
in-progress
developing the
logos and the
colour gradients,
which aren’t
typical in art
gallery or wider
identity projects.
Getting it right
took a lot of
experimentation.

01 02

03 04 05

COMPUTERARTS.CREATIVEBLOQ.COM

PROJECT DIARY JUNE 2019

researched how other art-related events and

galleries communicate with their audiences

and noticed that they are often even in tone

and minimal, creating a ‘blank canvas’ effect,

which parallels what art galleries are all about:

a blank canvas.

We decided that our approach had to

communicate effectively, but in a more

attractive, youthful and adventurous way. It had

to be bold enough to attract a new audience, not

just those already interested in the art scene.

THE DESIGN APPROACH

By Debbie Kennedy and Samuel Violante

When we started working on the project we

sketched many, many logo ideas. Most of them

revolved around the idea of a circle or a circuit,

representing the idea of touring the galleries on

the route, with flowing figures and pathways.

From the beginning, we knew we wanted

VANESSA SANTOS

Co-founder, project manager, Parámetro Studio

Founding the studio alongside Cristina, Santos

liaises with clients to ensure briefs are delivered.

Clients come from various sectors including

corporate, food and drink, sporting, cultural, health

and beauty and more.

DEBBIE KENNEDY

Art director, Parámetro Studio

Debbie Kennedy’s role takes in design, illustration

and art direction. She has experience in branding

both startups and established companies, with

clients including Orange Investments and Sally

Beauty Supply.

something vibrant with a visual connection to the

word ‘circuito’ and these sketches gave us a feel

for the kind of movement we wanted.

Our client was satisfied with the idea that

we pitched them and we took things forward

from there with an ultra-colourful and modern

direction incorporating motion graphics and

expressive colour combinations, to give the

identity a strong presence both on social media

and in print.

The concept of art itself – and all the diversity

in the world of art – was the inspiration behind

the colour palette that we developed with its

bright, assertive colours, which were chosen

to make an impact. Then we blended them

together using gradients.

This was a risky step and it could have ended

up looking very chaotic, but we tested gradient

combinations over and over again, carefully

adjusting things until the colour transitions were