Springbox recently had the opportunity to collaborate with the
University of Texas at Austin’s Visual Arts Center. In the final stages of unveiling new facilities, the Visual Arts Center (VAC) was looking for a new brand identity system. Four Springbox teams presented logos and directions to the VAC. Here’s a rundown of the teams’ efforts.
We were excited by the new space. The inspiration behind our logo was the concept of Open Source Art. By tearing down old walls, the Visual Arts Center has built a new forum for art expression, experimentation and collaboration — a place where students, faculty and visiting artists can pursue their passion for art. Our logo features simple letterforms, taking cues from the idea that anyone can participate in the artistic process. Doing so also enables the logo to frame different pieces of art, becoming a window through which the public can discover and appreciate art. A window that’s always changing, evolving — just like the VAC.
The client
was passionate about drawing together a uniquely diverse arts community. Students, alumnae, faculty, guest artists and creative voices from around the world will converge at the Visual Arts Center, each bringing a unique perspective. We were inspired by the gallery — with its airy hall, collegial gathering area and inspiring exhibits — as the new mental and emotional center of a dynamic community. Suggesting experimentation and the intersection of ideas, we developed a mark that captures the energy of the space, and seems to call the viewer to action: Become part of this community. Fill this space with your ideas. See what happens.
In his SXSWi 2010 keynote address, Twitter CEO Evan Williams spoke of openness as “a survival technique” that extends beyond technology. We couldn’t agree more. Our concept for the UT VAC brand identity taps into the belief that openness fosters innovation, enabling ideas to evolve and thrive across disciplines and media. The team collaborated to create assets that brought this concept to life, from a tagline that functions as both statement and directive to logos that embody the notion of institution as incubator. Our efforts resulted in a collection of branded assets that convey to students, faculty and artists of every persuasion the fact that the UT VAC is not only open to ideas, but will help individuals open their ideas to limitless possibilities.
After taking the tour of the new VAC facility, we decided to focus on the one aspect of the architecture that stuck with us most, the barrel roll ceiling in the main gallery. By focusing on the visual structure of the Visual Arts Center, we were able to incorporate a goal of the VAC — to be a haven of inspiration — into both their brand and the building itself. Turning the outline of the ceiling into linked VAC lettering, allowed us to define the space as somewhere students, faculty, artists and the community can come together and connect.