Arts Supplies Branding Analysis
The Street Art Planning Kit would contain supplies such as spray paint and markers. Brands that supplied these kinds of materials were researched, with some of the major ones being:
- Liquitex
- Molotow
- pebeo
- Montana
Analysis of Branding - Logo / Logotype
Liquitex
- there is a calligraphic element to the logotype with fluid joined letterforms which reflects a similar aesthetic to writing with a flat nibbed pen which is reminiscent of a marker used for artwork. This is further emphasised by the flicks on the terminals of the letters and varied weight of strokes.
- The logo is applied to materials in both black on white and vice versa creating high contrast between the logotype and designs / colours on the materials
- The straight strokes across the top of the logotype and underlining it integrate into the letter forms creating a streamlined and precise looking design
- The contrast of hard edges and joined aspects shows the versatility of the pen / marker and reflects the adaptability of the materials the brand supplies, whilst the thick and thin aspects show weights achievable
Montana
- The Montana logotype reflects the style of an illustrative, graffiti tag. This is reflected through angular, gestural strokes similar to that of spray paint marks.
- This perhaps is more reminiscent of graffiti rather than street art?
- The dark outline around the logo creates the effect of a shadow and depth in the logotype, making it stand out.
Molotow
- The reversal of the M to make the W creates consistency. The arrow within the letters creates a sense of tips of pens whilst also reflecting a sense of movement up and down
- The use of the slab serif type creates a bold and impactful logotype reflecting the high impact of street art and creates the feeling it could have been draw / created with a chunky pen
- The use of white on black and vise versa creates a high contrast
- The distinctive M of the logotype works well as a simplified logo for the brand
Pebeo
- The use of a serif typeface suggests a calligraphic influence with the contrasting thick and thin strokes reflecting the artistic qualities of the materials sold and how they are used. Pens are drawn with and paints use paint brushes to create strokes all of which are calligraphic in a sense which is reflected in the logotype
- Setting the logotype in lowercase and italic suggests the jauntiness of handwriting and gives the logotype humanist qualities.
Key things found from branding research:
- humanist qualities within serif typefaces (varying stroke thicknesses) , italics and joined letterforms are commonly used as they suggest calligraphic influences and reflect the process and tools used in street art and the products that are sold by the brands.
- the logotypes are often black on white and vise versa as this allows maximum contrast against the colours of the spray paint, marker etc on the packaging.
- The use of all lowercase or caps reflects the different aspects of street art and the use of tools, with one having more impact and the other more gestural and artistic.
- most of the brands reflect artistic qualities of their products within their logotype through precise and refined use of humanist typefaces creating a professional feel to the street art products they supply. However Montana plays on the graffiti aspect of street art through the use of a tag style logotype. Perhaps the more refined aspect of the logotypes creates a more professional and serious quality to street art, whereas the tag style is perhaps associated with the vandalism side of graffiti.
