Toronto Outdoor Art Fair
Challenge: Develop a visual identity for The Toronto Outdoor Art Fair, renowned as Canada's foremost contemporary outdoor and online art fair. The aim is to create a brand that celebrates the diverse range of people, of all ages and genders, who come together to appreciate and acquire artwork within a relaxed, vibrant, and joyful festival atmosphere. The visual identity should encapsulate the essence of this summertime event and resonate with a wide audience.
Solution: In collaboration with Tina, the branding captures the spirit of a relaxed and joyful summertime event where people of all ages and genders can enjoy the festival atmosphere while admiring and purchasing artwork. Using orange and cool blue colours, we designed four unique logos using Figma, Illustrator, and Photoshop. We expanded the visual identity to include eye-catching posters, a user-friendly website (UX/UI), and merchandise, all reflecting the diverse and lively nature of the art fair.
Figma
Illustrator
Photoshop
Website Design
We used two colors,blue and orange to create four symmetrical and repetitive patterns as the main visual of the art fair. These four patterns include soft curves and sharp angles, giving the overall design a sense of depth. The pattern design embodies imagination and creativity, fitting the theme of the art fair. We also added gradient elements to make the design more three-dimensional and innovative. The overall visual design of the art fair adopts a minimalist style, highlighting design elements to leave a lasting impression on the audience, while also clearly listing the fair's information for easy reading. The aim is to allow people to enjoy the event easily and happily, even on hot summer days.
As art fairs are outdoor events in the summer, we wanted to showcase the lively energy of the season, as well as the imagination and innovation of art. Therefore, we chose blue and orange as our color palette. Blue represents the summer sky and ocean, as well as a refreshing feeling in hot weather. Orange reflects the sun and the joyful and relaxed atmosphere of summer holidays. We selected this font because its uncomplicated and natural form complements our visual concept. Additionally, the O in the font can be transformed into a square, aligning with the design of our pattern.
Merch Design
