Client: Artesano – a Serbian NGO dedicated to bettering mental health, exploring art, and keeping old crafts alive in a local community.

Concept: The name "Artesano" stems from the Spanish word for "handcraft" or "artisan," while "arte" and "sano," when written separately, mean "art" and "health." This reflects the organization's mission to improve mental well-being by using art as a medium (similar to art therapy).

Goal: Design a brand identity that embodies Artesano's core values (connection, expression, and creation), and supports its mission (empowering self-discovery through art). This brand focuses on young people, although it's not exclusive to this age group.

Visual Identity Guidebook | 2. Illustrations & Patterns | 3. Merchandising & Stationery

The development of Artesano’s visual identity began with a clear goal: to avoid the stereotypical symbols often associated with art and therapy, such as brains, neurons, plants, paintbrushes, easels, or palettes. While these elements naturally connect to the themes of art and health, I aimed for a more unique approach—one that would immediately set the brand apart.

The solution was to create a stylized typographic logo where the brand name itself would convey its essence. My vision was to design a visual identity that evokes trust, childlike wonder, and positivity. To achieve this, I leaned towards a more elegant aesthetic with a touch of vintage character. This vintage quality was inspired by the association of long-standing, trusted brands with tradition and reliability, while the modern elements ensured the design would resonate with both younger and older audiences.

Balancing modernity and tradition became the core of Artesano’s visual language. To bring this vision to life, I developed a moodboard that captured the emotional tone and stylistic direction of the brand, serving as the foundation for the creative process.

The creation process began with font selection. The chosen font, Glory Sunshine, was customized to add an elegant yet playful and vintage aesthetic by adjusting letter arrangements to evoke a dynamic feel while maintaining readability and adding a serif extension to the letter "t," symbolizing both a brush tip and a leaf, subtly referencing the organization’s purpose.

After testing with a focus group, I realized that the logo can be read incorrectly and that there is confusion with serif endings, so the new adjustments were made:

Shortened the letter "t" for improved readability.

Simplified the decorative “e” to avoid confusion. The result is a contemporary, elegant, and playful typographic logo with a slight vintage vibe.

To ensure clarity and flexibility, the logo requires a buffer zone around it, equivalent to the height or width of the initial "A." Exceptions to this rule are allowed when the logo is part of a patterned illustration.

Nine variations of the logo were created for versatility. These include integrated backgrounds and the brand slogan, allowing the logo to stand alone. Background and document colors can match or contrast to create different effects.

To maintain brand integrity, the logo should never be altered.

Do not:

The logo can be used as part of phrases but must remain intact and unaltered.

The two main colors are orange and blue, representing:

Orange: Creativity, optimism, and joy.

Blue: Calmness, trust, tenderness, and health.

These colors are primarily used for the logo, headings, and accents.

Purple: Often used as a background color.

Teal: Adds a spiritual and intriguing touch.

Olive Green: Symbolizes nature and healing.

Red: A complementary color, reserved for small details.

To maintain harmony and visual clarity:

Allowed combinations:

Restrictions:

Exceptions:

Used in the logo design and suitable for headings.

Features a dynamic, elegant style with a vintage touch.

Best for short titles or impactful text, as its ornate design is less suitable for longer passages.

A versatile, elegant, and legible typeface.

Used for titles and emphasized text in presentations and documents.

Serves as a substitute for Glory Sunshine when extended text or more than a few words are required, as it closely complements the primary font’s aesthetic.

Ideal for longer text, offering simplicity and versatility.

Its range of weights provides flexibility, while the lightweight adds an elegant touch that aligns with the brand’s style.

The illustrations reflect both the artisanal (hobby-related motifs) and health-oriented (flora) aspects of the brand. These illustrations are versatile and can be used on both light and dark backgrounds.

These additional elements enhance the brand’s visual language, making it more dynamic and adaptable across different applications.

Logo and slogan integrated for signs or stickers.

Shapes created from parts of the logo, the "a" shape and the serif extensions on the letters "t" and "a," repurposed as decorative elements.

Artesano's business cards should be made from Kunstdruk paper (350g), and laminated with a matte finish on both sides. The cards are cut using a rounded method, where the top edge is curved into a semicircle, resembling slightly open doors. This distinct design enhances visibility and memorability.

The apron is essential for Artesano’s workshops, designed for both adults and children. It features the secondary logo on the chest, paired with a brand message, and branded illustrations near the hem in a semicircular shape, strategically placed there to avoid wear and tear.

This journal serves as a notebook, tracker, and goal-setting tool. The introductory pages guide users on setting and evaluating goals, breaking down large goals into manageable steps for clear progress tracking.

The tote bag design features brand illustrations combined with the logo. The slogan and website are discreetly placed on the back or bottom. The illustrations are centered and extend across the tote's surface, maintaining necessary spacing from the edges for a clean, balanced look.

The pen design features the horizontal logo, with space for the slogan. Ideal pens are metallic, white, and elegant, with branding printed for a clear, professional look.

Keychains and stickers use only the logo symbol on a solid background, keeping the design minimalistic and impactful.

Branded stickers are designed to be playful and motivational, focusing on mental health themes. Available in English and Serbian, they serve as a fun way to promote Artesano's mission. The designs are bold and humorous, creating an engaging connection with the audience.

The book of standards defines the brand’s specifications, guidelines, and usage rules for all elements of the visual identity. It includes the criteria for material selection, production techniques, and permissible uses of branding elements.

This comprehensive book ensures consistency and quality across all branding applications.

Delivered a flexible branding system with a strong visual identity.

Created tools to engage audiences, from workshop materials to a unique journal design.

Captured Artesano’s mission through thoughtful and inspiring design.