Identity Designed is a showcase of brand identity projects from around the world.

KAVIART

Contributed by Péter Serfőző of Budapest-based Zwoelf.

KAVIART identity design

KAVIART is a small interior design firm based in Budapest, Hungary. Their main focus is exhibition and interior design. They came to us to get a fresh, straightforward visual identity that they can use on a variety of surfaces.

My intial concept was to find a connection between the name of the company and the work of KAVIART. I thought there must be a simple way to convey this. After a lot of doodling and sketching I found out that in interior design there is always a main focus-point — a point that attracts most attention (e.g., in a hotel lobby the main focus is the receptionistʼs desk).

KAVIART identity design

KAVIART identity design

KAVIART identity design

KAVIART identity design

The concept starts with an available surface. If we take a surface, for example a sheet of paper, we can set a focus-point on it. From there we can draw the letter K with lines: one horizontal line and two lines at 45 degrees. This way we can fill the whole available space (how an interior design works) and also get a strong but fine K sign, with the letter K being the first letter of the studio name.

The visual sign can differ from surface-to-surface, as the focus-point can be moved from one location to another, but it should always be adjusted to the size, ratio, and content of the surface. We set tight rules, how the K lines and typography should appear. This is how we reach consistency between different sizes and size ratios.

We also designed colour-coding for each of KAVIARTʼs work disciplines (design, interior design, event design).

The final result is an identity system rather than a word or graphic mark. It has great potential and possibilities in itself which can hopefully extended in the near future.

KAVIART identity design

KAVIART identity design

KAVIART identity design

KAVIART identity design

KAVIART identity design

KAVIART identity design

KAVIART identity design

KAVIART identity design

KAVIART identity design

KAVIART identity design

More design work on the Zwoelf website. Follow on Twitter.

14 appreciated remarks about “KAVIART”

  1. Great logo, very versatile for all types of applications and mediums. I love the simplicity yet powerful concept you created.

  2. Excellent work on Kaviart’s branding and identity. Feels very original to me…haven’t seen anything like this. I love the concept and quite enjoy the play on angles and focal point. Nicely done.

  3. Elegant. Unassumingly bold. Creative. Engaging.
    Wonderful work.

  4. I think it is complicated as a logo, but executed quite well throughout the branding materials. I say well done!

  5. It is what it is.
    It doesn’t knock me off my feet, but it doesn’t offend me.
    Its clearly considered, but I can’t help thinking it’s just another identity.
    Nothing ground breaking.

  6. @Alex Piercy – And a ground breaking identity would be?

  7. When seeing the logo in isolation as it is shown in the first image, I really didn’t like it. However once I saw it in context and how it works in different formats I really started to warm to it.

    Overall I think this “identity system” works really well and is very flexible. Yet again it proves it is worth showing a logo in context when presenting to a client.

  8. @CA – This, my friend, is a ground breaking identity:
    http://level11.tumblr.com/post/177820498/city-of-melbourne-identity

  9. I love this. It is executed so well and the story behind it fits. I am just wondering if the logo is scaled for let’s say a billboard, do the rules loose quality? Still a very engaging identity!

  10. @Alex Piercy – I almost forgot about this one…

    Trick question Alex. An identity doesn’t need to be ground breaking.

  11. At first I didn’t like the design ID and what seemed a very simple signifier; but then, it grew on me and the more I interpreted the more I liked this design and the versatility for conceptualizing perspectives relative to their identity.

    Thanks for the clearly exhibited process!

  12. I agree with you on that point @Alex, its a branding, its clean I guess, it works on some levels, but it’s not ground-breaking. To me it’s not exciting and new, its subdued and quiet, and almost too minimal, kinda reminds me of graphic design work for Mathematic book covers and textbooks, just pointless lines and shapes that aren’t needed. I’ve been taught that you need to get a strong shape first in black and white and then add colour, and obviously refine it more and theres a bigger process, but what I’m getting at is this design isn’t strong to start off with, its quiet. Is that good or bad? You be the judge. I’m half-half to be honest.

  13. I was really waiting for this to let me down. But turned out to be elegantly perfect. Great job! I can see sooo many applications.

  14. It’s nicely done.
    Love all of the logo applications.
    One thing, how will the logo look when put side-by-side with other brand logos? Outside of its environment.

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