BPO


ArtRabbit by Bond, United Kingdom

Opinion by Richard Baird.

Wordmark for global contemporary art platform ArtRabbit by Bond, United Kingdom,

ArtRabbit is a global platform for the promotion, discovery and appreciation of contemporary art, connecting thousands of art spaces, exhibitions and events to artists, art professionals, collectors, students and anyone interested in art. Bond’s London-based studio worked with the team at ArtRabbit to create a new wordmark and brand language that could be used both in print and online.

Wordmark for global contemporary art platform ArtRabbit by Bond, United Kingdom,

Wordmark for global contemporary art platform ArtRabbit by Bond, United Kingdom,

Rarely does BP&O post an identity project that relies largely on a logo, however, and in the service of acknowledging all types of projects, big and small, Bond’s work for ArtRabbit is notable. It is one of those simple and pleasing visual tricks, grounded in the concept of “turning art on its head”, that effortlessly works out and brings a well-intentioned conviviality to the restrained but bold characters of what looks like Futura.

Screen printed wordmark for global contemporary art platform ArtRabbit by Bond, United Kingdom,

Screen printed wordmark for global contemporary art platform ArtRabbit by Bond, United Kingdom,

The wordmark’s simple lettershapes and the creativity of flipping the R comfortably sits within the context of a website that balances a contemporary functionality in its structure, typesetting and use of colour, with a diverse set of artist images. Wordmark as a container and wordmark screen printed over American Varsity visual vernacular, benefitting from some significant contrast, begins to show a bit more breadth and potential that is still tied to art and craft. More from Bond on BP&O.

Design: Bond. Opinion: Richard Baird. Fonts Used: Futura Bold & Avenir Next.

Wordmark and colour palette for global contemporary art platform ArtRabbit by Bond, United Kingdom,

 

Wordmark for global contemporary art platform ArtRabbit by Bond, United Kingdom,

What do you think of Bond’s brand identity work for ArtRabbit? Share your thoughts in the comment section below or get the conversation started on Twitter.

Wordmark for global contemporary art platform ArtRabbit by Bond, United Kingdom,

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  • Erik Geens

    I’m still wondering whether the flipped R looking like a ‘playboy-bunniesque’ rabbit is intentional. Considering the brand name, it makes perfect sense but it is so subtle that I think many people won’t notice.

    • Definitely meant to be seen as a rabbit.

      • Erik Geens

        Indeed, Bond also describes it on its website. I’m pretty sure not everyone will notice at first sight (or ever) though. But I guess that makes the logo even more interesting. 🙂

  • Love this. @erikgeens:disqus Definitely intentional, note the rounded counter that doesn’t exist in the other “R”. Pretty sure that’s supposed to be an eye or make the rabbit’s head a little rounded.

  • Adam Giles

    Its a lovely observation but unfortunately not wholly an original one…

    • Seyi

      A lot more professionally executed though.

      • There is a content company called Rabbit Content that uses the same trick executed a lot better than the packaging above. Adam is right it’s a lovely idea but it’s been done before, which isn’t to say it’s not a good idea it’s just not unique or “ownable”. Personally I prefer the Artrabbit wordmark over Rabbit Content’s version.

  • Wolfgang Strack

    Brilliant. In its simplistic typographic intervention, it accomplishes to communicate several concepts: creating an “artsy” impression by flipping the R. Being smart by pushing the R shape just a little bit towards an Rabbit Icon. And creating an visual unity, since the flipped R shape fits perfectly into the negative space between A and T. Cudos!

  • Amos Sidelnik

    Right now when I think or see the word “Art”, I think Picasso or Van Gogh. If Art Rabbit is successful with their branding and marketing, one day the word “Art” will be associated with their brand.

    • Seyi

      Well said.