CAN, Contemporary Art Now, is an art fair that seeks to renew what is already contemporary. A new concept that makes its way into the art world to discover new languages and give space to the creations and artists who have stood out the most in recent decades.
And what better place than Ibiza to do it. Known for its freedom and open spirit, this island has always been a point of convergence for people from all over the world as well as a stage for social, artistic, and cultural movements.
CAN is also positioned as the only European fair on the art circuit that takes place in summer. A disruptive and very appealing aspect that, for 5 days in July, turns the island into a meeting place for artists, art collectors, enthusiasts, and personalities of the local and international cultural world.
The nature of this key location is implicit in the whole identity, starting with the naming created by Knom since CAN (an acronym for Contemporary Art Now) means ‘house of’ in Ibicenco. A very appropriate term for what the fair aspired to be: the House of Art. In addition, the use of ‘CAN’ as a verb form in English opens up a whole universe of semantic possibilities that allow us to allude to a fair and art without limits.
From this approach, we created a logo that integrates the acronym CAN in the layout of the full name through a careful typographic game. Thus, it was born a visual identity that, like contemporary artistic creation, moves further away from the obvious. A brand that relies on the intelligence and sophistication of a visual language that is both essential and experimental.
Starting from the typographic feature present in the logo, we proposed a graphic language that also escapes the foreseeable through highly dynamic and unexpected compositions.
The result is a visual brand universe with a long history, including various visual treatments that will mark the identity of each edition, such as the use of the sun that defines this first edition, held in July 2022.
- Agency/Creative: Knom
- Article Title: Branding for CAN – Contemporary Art Now
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Spain
- Agency/Creative City: Madrid
- Market Region: Europe
- Project Deliverables: Brand Creation, Brand Experience, Branding
- Industry: Entertainment
- Keywords: art, contemporary, brand, design, fair, exhibition, branding
Creative direction and graphic design: KNOM
Photography: Maria Santos