An identity concept for a contest organised by the UNESCO’s International Center for Women Artists. The building itself was to be located in Amman, Jordan, to function as a new museum specifically dedicated to women in the arts. ICWA was to house a permanent collection of works of art, promoting not only the world’s leading women artists, but also showcase these works from the Arab world. The institution’s goal was to “promote cultural diversity, a culture of peace, gender equality and intercultural dialogue”.
Brand design, corporate identity, collateral, print design, outdoor & press ads, social media.
one of the oldest known sculptures, dating back to an “Old Stone Age” era, and considered to be created as a self-portrait. The figurine became a symbol of femininity and art, which became a perfect foundation for ICWA’s identity.
Venus’s shape is now a symbol of a perfect woman, an ideal canvas for images of all the magnificent, talented and influential women that represent the best in society. The logo, however, available in several variations, can be used both with a portrait and without. Also, when needed, the logomark can be removed while only using the logotype.
The moment the shape is anchored in the audience’s perspective as a symbol of femininity and arts, we allow the brand to move a step forward. We extend these two fundamental meanings by adding expressiveness, positivity, knowledge, innovativeness, joyfulness, creativity, courage, and more. The full palette of desired attributes can now be visualised within the logomark’s shape.
The pastel tones make the first impression of warmth and gentleness. However, there is a stronger image of contrast, brightness and boldness to be experienced as well. This idea adds extra confidence and diversity to the brand, easily attributed to the women of arts represented by the Center.
is making it an element of the background – partial, geometrical, in a way abstract. Also, placing it in the central point of vision, yet allowing it to blend, help expose other details we wanted to communicate.
By emphasising the femininity and its rich heritage, as well as giving space for visual diversity, we help the audience not only to be aware of the role women play in shaping the artistic and cultural reality but also to become an active part of it.