Runjeet Singh
Runjeet has long been regarding as a leading specialist in his field and exhibits all around the world at some of the premier antiques fairs and exhibitions. He has now diversified his business and needed his branding to reflect this.
BRIEF
Runjeet expanded the scope of his antiques business, and although both arms are dealing in art, he wanted to keep the two sides fairly separate. This required a rebrand to reflect his new direction into the world of contemporary art, whilst holding onto the trust and acclaim he has in the world of arms & armour.
SOLUTION
To ensure his legacy and notoriety aren't lost, we decided to keep both business' under the main umbrella of 'Runjeet Singh'. From this familiar title, we could then design two sub-brands, to accomodate his two areas of focus.
His original endeavour is now under the label, 'Arms, Armour & Works of Art', while his new direction sits under 'Modern & Contemporary Works of Art'.
His original endeavour is now under the label, 'Arms, Armour & Works of Art', while his new direction sits under 'Modern & Contemporary Works of Art'.
These sub-brands help spur the idea of a right-aligned logo as the word-mark to work both on it's own, and with the sub-brand.
To further differentiate the two companies, we used colour to quickly let the audience know which half of the collection they are looking at. We opted for darker backgrounds for 'Arms, Armour & Works of Art', to help highlight the beautiful materials used to build the weapons. To contrast this we used light, often white, backgrounds for 'Modern & Contemporary Works of Art', to instill the feeling of a gallery, and providing a neutral backdrop for the colourful paintings to rest on.
I updated his old logo, which featured a sword worked into the characters, and a dated typeface. Using Varisse soft sans, we achieved a feeling of sophistication, without removing too much character from the identity.
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Catalogue Design, Branding, Expo Wall Graphics & Signage, Logo Design
