Art21

Logo Reveal Sequence

  • The goal of this project was to create a logo reveal for a short TV spot. I chose Art 21, the only American television channel dedicated solely to documenting artists and art-making.

  • For the media channel Art21, I asked myself: what is art? Art is everything. Commentary on society, the expression of emotion and logic, visually complex and simplex, the very quality that defines humanity. Thus, this logo reveal uses the logo form as a framework for art that has expanded beyond the frame in glorious abstraction and materiality.

  • My idea for showing the expansiveness of art involves the use of opposites in an abstracted way. For example: warm and cool, heavy and light, soft and hard, liquid and solid, rounded and sharp.

  • When planning my sequence, I thought about how the logo could be a container for the content of the channel - a frame or a catalyst for changing states. From here, I focused on playing with 3D forms - modeling recognizable and unrecognizable shapes, liquid and solid materials, and rigid and soft-bodied forms.