Kunst Aan Zet
Let’s reframe our perception of art.
Kunst Aan Zet makes art accessible. Artwork can be obtained through small monthly payments, and galleries welcome everyone with a love for creative craftsmanship. We created the name, the wordmark and a warm, contemporary identity.
The story behind the work
What was the challenge?
Art has a reputation for being high-priced and high-class. Kunst Aan Zet, “from our wall to yours”, was conceived to challenge that perception. The main goal is clear: make art accessible. Artwork can be obtained through small monthly rent-free payments, so nobody needs a large sum out of pocket. Galleries become a welcoming location for everyone with a love for creative craftsmanship. The two partners wanted a Dutch name to identify their mission. The brief also asked us to stay clear of a corporate look and feel.
What choices did we make?
We played with words and composed ‘Kunst Aan Zet’, a fusion of ‘aanzet’ and ‘aan zet’. In English these translate as ‘approach’ and ‘your move’. Together with the transparent baseline, the public gets the message before the ink has dried. To increase clarity, we molded the playful name into a firm wordmark. We chose the Condor font family for its wide variety in weight and width. It adds a creative quality to any design and can be used with the spontaneity of a genuine Pollock. The black coloration gives the logo a timeless trait. As specified in the brief, we developed a contemporary framework.
What did we create?
We created the name Kunst Aan Zet, a transparent baseline, a wordmark in Condor and a contemporary brand framework. The design is minimal and the visuals are lively, which puts the spotlight on the art and the artist. Soft tones of blue and red give the brand a welcoming and warm character. As the brief specified, the look and feel stays clear of anything corporate. The typography can be used freely, the way an artist paints a canvas, and the black logo keeps a timeless trait.