Cicles.art

"Cicles" is a slang word people use in Torino to mean "chewing gum": something affordable, easy-going, contemporary. Something that sticks – whether you like it or not. Cicles.art is a startup that wants to disrupt the traditional art market model, making it more accessible to both art lovers and artists alike. I was asked to design the logo and develop the brand identity from scratch, curating its declination on both printed and digital media. Most art galleries purposefully keep a very neutral identity to let the art they are promoting pop to the eye. Cicles.art does the same, but the opposite way: it appropriates artworks of the artists it works with, making them the center piece of the brand itself and underlying the coral nature of the project. All texts are treated as white blocks that seem to be pushing and pulling with the artwork itself to find their space on the canvas. Aiming to be pop, the brand doesn't shy away from well known clichés and misconceptions connected to the contemporary art world, but instead it embeds them in its identity – adding a hint of irony, while opening up a conversation about what art is.