WHAT'S BEHIND A LOGO? by Nono brands Design Grafico E De Servicos for Israel Kishlansky

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WHAT'S BEHIND A LOGO?

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Industry Magazines
Media Design & Branding
Market Brazil
Agency Nono brands Design Grafico E De Servicos
Creative Director Andreia Medeiros
Photographer Leandro Bifano
Released January 2011

Credits & Description

Category: Design Typography
Advertiser: ISRAEL KISLANSKY
Product/Service: FRESTA MAGAZINE
Agency: NONO BRANDS DESIGN GRAFICO E DE SERVICOS
Date of First Appearance: Jan 10 2011
Entrant Company: NONO BRANDS DESIGN GRAFICO E DE SERVICOS , Belo Horizonte, BRAZIL
Graphic Designer: Silvia Noronha (Nono Brands)
Editorial Designer: Silvia Noronha (Nono Brands)
Creative Vice President: Julio Alves (Nono Brands)
Creative Director: Andreia Medeiros (Nono Brands)
Graphic Designer: Leonardo Sousa (Nono Brands)
Graphic Designer: Carlos Sia (Nono Brands)
Account Assistant: Natalia Dutra (Nono Brands)
Account Manager: Maria Claudia Miranda (Nono Brands)
Head of Strategy: Gian Franco Rochiccioli (Nono Brands)
Photographer: Leandro Bifano (Dois Por Um)
Media placement: Magazine - Artist's Mailing - Sao Paulo And Belo Horizonte - 10 January

Describe the brief from the client
To create a logo that conveys the concept of a new art magazine.

Describe the challenges and key objectives
This magazine came up to shed some light on and take out from the shadows, the traditional forms of art - painting, sculpture, engraving - which, in a way, were overshadowed by the popularization of contemporary art, full of installations, performances and shocking images.

Describe how you arrived at the final design
We tried to express this concept, already present in the magazine name (Fresta, with means slit, gap or crack), using a very simple skill: the magazine logo is hollow. One sees the art we want to show through this hollow. Through the openings we glimpse what is is being overshadowed in the art world today.
Fresta: a privileged look. To see beyond the superficial, and beyond what is available. A look of interest and curiosity, to whoever wishes to see the other side. Fresta is always a discovery, a surprise!

Give some indication of how successful the outcome was in the market
Result - The logo was very much welcomed by the public and the magazine's first edition was sold out. An unexpected result for such a specific publication.