ArtScience
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Creative agency ArtScience had spent a number of years flagging up its difference - it was a slightly anti-agency agency that did almost everything in-house. But with ‘integrated agencies’ springing up everywhere, was it really so different any more?
I was asked to lead a rebrand that would take ArtScience into a more mainstream agency space, where they would be considered a necessary choice, rather than a quirky one.
Evoking energy and immediacy the logo combines a framing A for Art and sparky S for the Science.
In use, it takes inspiration from prog rock, being enigmatic, never too keen-to-please. The wordmark contains references to ArtScience’s deep passion for science fiction. So yes, a certain underlying nerdiness did, on occasion, shine through.
While it was important for the first uses of the new identity to be strictly controlled, there would always be promo opportunities and chances to be more expressive.
I was keen for the logo to be taken as a start point for experimentation, which ArtScience's design team could take in any direction they wished, provided it retained its core attributes. I set the ball rolling with a series of t-shirts and idents.
