For a long time, Book Arsenal was perceived as a place to sell books, rather than a literary and artistic festival created by the Mystetsky Arsenal team. The festival lacked a single recognizable style. A new designer would come in and do their own thing.
We didn't work on a logo, but rather immediately focused on creating a brand system. Its ease of use and adaptability to various media and festival formats that were important.
The creation of the style was inspired by visual poetry - a technique of synthesizing the arts, which was used by avant-garde poets at the beginning of the 20th century. Combining verbal and visual, they gave their poems different forms, conveying the essence or mood of the works.
We decided that we would make letters main hero, they would be combined into words, words into forms, forms into meanings.
Each year the festival has a focus theme that needs to be reflected. The identity had to change in accordance with the new theme, so the styles of previous years differed from each other. We created a certain framework that allows you to change the theme, but remain recognisable.
The theme of 2019 is "Neighborhood: An Open Question". Font compositions meet, intersect, and interact with each other, like people who are neighbors.
