ArtSkid (Art + Skid) is an art event that showcases a boundless art experience—poetry, drawing, painting, digital art, music, spoken word, graffiti, dance, sculpture, hairdressing and other forms of art. We worked with the organising team to develop an identity for the event, including the poster and flyer design for the maiden edition in Akure, Ondo State, Nigeria.
Art can be visual or auditory, simple or complex, and is mostly laden with deep meaning—such that the manner of presentation affects how it is understood. The visual elements; colour, typography and orientation of form hugely inspires the emotive effects of a design.
Hence, in creating this identity, the neutral colours (black and white) and a primary (red) were inspired by the need to showcase the beauty of expressing different forms of art. For the black, it depicts the colour of the tyre (derived from the name of the event—Skid), a colour used to express depth while red stimulates expressions and white—a blank space, ready to receive content. The need to evoke an expectation of bold expression of all forms of art in an unambiguous manner drove the expression of the identity.
We employed an interplay of colour and slight font-size differences to help people easily comprehend the text “ArtSkid”. “Art” in red, and “Skid” in black. The logo was angled to create an active figure/ground relationship which gave an energetic and lively feel as opposed to a passive figure/ground relationship that is lifeless and quiet. Just like an abrupt holding of car brakes causes a skid, the identity of the event was created from an animated thought of the action on the ground and the text.
The Identity System: Horizontal Orientation
Visual Asset: Texture
For the event visuals, the idea was to create balance via contrast between the design and the identity. The aggressive feel of the logo placed on the passive background depicts a balanced representation of the event. Every encounter with the design was aimed at connecting with prospective art enthusiasts or artists and in turn inspiring a conversation between the image and the viewer. The logo of the event was placed as an eyelid for the blue eye, while the cool blue, calms the ‘skid effect’ of the identity. Cohesion aided by contrast.
Google Form Banner Design