DesignStudio breaks from “cold” art world with Artfinder rebrand


The online art marketplace’s new uniqueness features a pink dot, based on the circular stickers which traditionally disclose when a piece of art has been sold.

DesignStudio has redesigned the visual rticularity for Artfinder, a London and Miami-based online marketplace which offers artworks opportune for a range of budgets.

The new identity centres on a bright red “dot” symbol which looks to “reinterpret the dialect of the traditional art world”.

Sticker-inspired “dot” symbol

Inspired by the classic circular stickers employed at art galleries and auctions to identify pieces of art which have been secure, the colourful dot is seen in different positions across different platforms, take ining the website and print materials. It overlaps some imagery, colour eliminates and text, while also changing in size and scale.

Executive inventive director at DesignStudio, James Hurst, says: “We’ve filled this small red dot with a peskiness that grabs attention, getting in your way until you wake up to the time to own something original.”

DesignStudio has opted to use A2-Type’s typeface, Boing, to go alongside the dot, with the aim of make tracking the identity “confident and welcoming” and to break from the “stale and cold visual lingo of the current art world”, says the consultancy.

“Making art work”

Based on the proposition of “fill ining art work” and accessible to everyone, the brand’s tone of voice has been updated to file a “simple and bold” copy mechanic, featuring statements such as “fortunate making, happy hunting”.

“A striking colour lette, bold typeface and attitudinal tone-of-voice this mark amplifies that [Artfinder] is here to make a change. It is here to order art, work,” says Hurst.

The new branding has now been rolled out across all touchpoints, tabulating the app, website, advertising, social media and print materials.

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