How do you create an identity that can encompass, and yet, not distract from the diverse artform of the brand?
THE CHALLENGE
The paper-folding art of origami is as diversely expressive as the mind of the origamist. For an artform that is heavy on structure, an identity was required to represent this form in a way that did not limit the expression while still allowing for it to be applied as functionally limitless as the artform itself.
The paper-folding art of origami is as diversely expressive as the mind of the origamist. For an artform that is heavy on structure, an identity was required to represent this form in a way that did not limit the expression while still allowing for it to be applied as functionally limitless as the artform itself.
THE APPROACH
To ensure that the expression through the art of the brand remains the focus, the aim was to create an identity that could encompass the diverse forms of the craft, thus allowing these paper sculptures to take center stage.
Understanding the intention to teach other people the art of origami, not only recreationally, but for mental health purposes, as a means of expression, we had to also make certain that the identity, like the art, could be applied in different forms while still being cohesive. Hence, the need to create a set of logo variations that would span across digital and print collateral. Reflective of the craft’s art of folding, the logomark is achieved by folding both initials of the brand against themselves until they overlap.
To ensure that the expression through the art of the brand remains the focus, the aim was to create an identity that could encompass the diverse forms of the craft, thus allowing these paper sculptures to take center stage.
Understanding the intention to teach other people the art of origami, not only recreationally, but for mental health purposes, as a means of expression, we had to also make certain that the identity, like the art, could be applied in different forms while still being cohesive. Hence, the need to create a set of logo variations that would span across digital and print collateral. Reflective of the craft’s art of folding, the logomark is achieved by folding both initials of the brand against themselves until they overlap.
