The Usefulness of Art
Defining a movement
Combining many years of performance experience with formal and informal research, musician and artist Adam Simmons conceived a five-part series that celebrates the qualities which music and art help engender – acceptance, empathy, generosity, compassion and faith.
The brief
Adam firmly believes that art is a vital part of our humanity. It is something which helps build community through expression and sharing of our diversities, leading to better understanding and acceptance.
Adam wanted a logo and visual language that was bold and daring, and which allowed for expansion of the series so that the Usefulness of Art would be identifiable as a both a brandmark and a movement.
The solution
The team at RYB arrived at the conceptual idea of a strong acronym of the name, which appears fractured and reformed in an unexpected arrangement.
The visual language uses five colours as identifiers for each part of the series. The six posters have been designed to work side-by-side connecting through angles and the oversized UOA acronym.
Combined with a moody photographic style, all brand components come together to achieve a bold, artistic aesthetic that can be carried forward for series of works to come.
