Grotto art gallery offers a brand new experience for the art world. The gallery specializes in the idea of the environment, namely, Earth. When we mention Earth, do you ever imagine a shiny blue marble? That is not the reality of Earth; It is merely a photographed reality of Earth. Now, if we want to land on Earth back from such reality, how are we to do that? To land on Earth has no absolute perspectives, nor answers. Artists are encouraged to develop and explore their own dimensions of landing on Earth – there are infinite realities. Environment became instrumental in the move of landing: what does our environment have? What makes it our environment? What is the environment?
Grotto refers to a cave, whether artificial or natural, inhabited by humans. Bearing the notion of landing, the branding finds a subtle disjunction lying in such an explanation: an artification of nature, or naturalization of artificiality. The branding for Grotto Art Gallery dives into the disjunction of its name, tears aparts and zooms into such characteristics; and finally, such act of tearing apart and zooming in offers a new angle of reconciling the fracture under the topic of environment.
Grotto has existed prehistorically. Namely, the design needs to take on the mission of reconciling not only the disjunction of meaning, but also the fracture of space and time as a project in 2022. A challenge of prehistoric ethos in the contemporary zeitgeist needs to be addressed. In the branding of Grotto Art Gallery, semiotics of playful figure grounds call upon our “memory” of the past and nature. Highly saturated colors then estranges such familiarity back into our “memory” of the future. Furthermore, the choice of typeface reinforces the idea of the future, thus fortifying our senses of the “contemporary”.
Estrangements reside in our familiarity; A reconciliation resides in fracture. Grotto Art Gallery confronts the challenge of viewing the environment in the year of 2022, and dedicates to offer a new angle of approach. And the branding itself, is one of the approaches of landing, of finding one reality, of sparking a discourse of landing on Earth.
- Agency/Creative: Xiao Xu
- Article Title: Grotto Art Gallery Branding
- Organisation/Entity: Creative
- Project Type: Identity
- Project Status: Non Published
- Agency/Creative Country: United States of America
- Agency/Creative City: Los Angeles
- Industry: Education, Entertainment
- Keywords: WBDS Creative Design Awards