CWAL (Cleveland West Art League) Brand Identity Василий Хромов (для finoarte agency)
Task
CWAL branding development. CWAL is a community and platform for collaboration and exhibitions for Cleveland City artists and art enthusiasts. The mission of CWAL is to cultivate the local art community by organizing exhibitions and collaborations, providing resources and education, and drawing public attention. CWAL covers a range from academic art to street art and equally interested in their development
Ideas and solutions
The name CWAL found a play on the words "c wall" and the inclusion of this idea in the logo form and in the communication turned out to be as organic as possible. The style of the logo "rhymes" with this pun, in it the letter C guesses both the frame and the wall, as references to both academic and contemporary art. The logo, with active diagonals and ligatures, is inspired by the Avant Garde font of Herb Lubalin. The letters of the logo on the one hand create an alliance with the ligatures, on the other, thanks to the diagonals, they have a strong internal dynamics. These two features: union and the desire for development correspond to the main tasks that CWAL sets for itself. Due to its design, the logo works as a flexible branding element-frame, which can cover the entire format or highlight the desired fragment in it. This is a metaphor for CWAL's activity - to find art, highlight it, present it to the audience. Based on the work of this element, a style is built. The simplicity and distinctiveness of the logo make it recognizable by hand or, for example, with adhesive tape. This opens up great opportunities for working with the logo, as with the basis for objects or just for situational solutions for the logo
