The success and popularity of any company depend directly on the accuracy of its visual presentation of the revised strategy and the internal changes that have occurred. Paintclub felt the need to change its identity, which is poised for a major shift. The branding agency FST (London, UK) entrusted FST with redesigning its style and creating a new logo, which has established itself as a successful creative solution in brand design. The task set required a reflection on the company’s new features in the context of a pandemic crisis, a massive shift in the world community towards the widespread use of digital technologies, and their global expansion across all spheres of human life and activity.
As a unique platform that offers wide opportunities for everyone who loves and knows how to use a brush, Paintclub focuses on enabling people to reveal their talents and spend their time with pleasure, both alone and with friends and like-minded people. Due to the quarantine, real training programs were transferred to the online system, where classes were formed based on each trainee’s profile. Company founder Aisling Kearney Burke turned to FST for help in redeveloping the company’s graphic symbol, style, and strategy.
When developing the new concept and logo, the emphasis was placed on Paintclub as a creative business. The main focus in developing a new strategy was to popularize the company’s idea of increasing the availability of art worldwide. The emphasis was placed on the graphic construction of various forms. In particular, a thorough study of the logo was conducted, during which it was decided to abandon all elements except the company name. In doing so, the elegant lowercase font has been redesigned in an artistic style to symbolize its direct connection to art. For this purpose, a clean sans-serif font was used, with the addition of the original art-style letters “A” and “U.” With their help, a lively atmosphere was achieved to enhance perception, and the brand’s flexibility was demonstrated. This opens up ample opportunities for his adaptation to different situations, moods, and new images. The typeface creates a completely new look for the logo, giving the brand a strong personality and a clear differentiator.
The color palette used to form all image directions turns off five primary colors. They visually animate and add dynamics to all advertising elements without distracting from the accent masterpieces that form the new brand image.