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BP&O

Branding, Packaging & Opinion

Reviews, news & opinion from designer Richard Baird on the latest brand identity and packaging design work from around the world.




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Saxa designed by Graphical House

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Logo and business card with deboss detail and surface texture designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Saxa is an independent on-line dealer, publisher and commissioner of original and editioned works from international artists with differing perspectives and cultures, taking a curatorial and collaborative approach to make these available to collectors, galleries, institutions and the general public.

Saxa’s visual identity, created by UK-based design agency Graphical House and inspired by crystalline structures, conveys the idea of buyer and artist networks through the coalescing and interconnected forms of an abstract logo-mark which has been applied to a wide range of stationery, packaging and marketing materials as well as a responsive website.

Logo designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

The logo-mark’s vortex of twisting geometric shapes, square boundary and balance of positive and negative space could be viewed as largely abstract but the connections that bind the four separate strings, each beginning with an arrow pointing either north, south, east and west, and the motion of an animated gif, could perhaps be perceived as neatly unifying the themes of collaboration, extended networks and the gathering and dissemination of ideas.

Logo as an animated pattern designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Logo designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

The generously spaced, lowercase and condensed sans-serif letterforms of the logo-type are given the height and authority you might typically associate with uppercase characters with a simple reflection of form between the S and the A that make it appear intentionally reductionist in its construction much like the mark. It is hard to divine any particular communicative value from the arrangement so far as being contemporary and distinctive but the response nature of the two components – expanding and contracting depending on the height of the canvas – add a slightly more dynamic nature to the uniformity and structure of the identity.

Logo and stationery with blind emboss detail designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Logo and business card with deboss detail and surface texture designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Fine texture across the surface of the business card and the hand finish of a blind deboss add a tactile and subtle craft dimensionality while a cool, icy blue colour and a typewriter slab-serif introduces a economical restraint and utility that, like any good gallery, neatly frames the diverse and organic nature of the artwork through stark contrast and a predominately aesthetic neutrality.

Logo as a blind emboss detail designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

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Logo and letterhead designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Logo and letterhead designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Logo and sticker designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Print by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Logo and brand guidelines designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Logo and brand guidelines designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

Website designed by Graphical House for independent on-line art dealer, publisher and commissioner Saxa

If you liked this then you may also like:

Logo - Sebastien Bertrand Gallery  Logo - Sifang Art Museum  Logo - CAB



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