In order to create a visual identity for something that is in itself very visual you need to have in mind that whatever you do must not get in the way of the artist work. For that matter I solely used typography as a medium.

The logo plays a cognition game in your brain the same way the artist sculptures are only complete in the viewers mind. The color is subtle but in the same way feels unusual which is good for distinction purposes. The Typography was handpicked as it merges the Classical proportions of a golden age of sculpture with humanistic traits from London Typography scenario (Gill Sans, Johnston).

All the stationery and website follows the personality we traced for the identity. The letterpress business card in textured paper evoques the tridimensional character of the work. the website works as digital gallery where you can immerse yourself in John’s Work.

www.johnwilliamssculpture.com