Brand Identity & Squarespace website for Samuel Prudden
Today I get to share with you an amazing project I recently wrapped up. A brand and Squarespace web design project for an artist whose work is so moving, it’s no wonder collectors are starting to snatch up his work before he can even get high quality photos of the completed works!
Before we dive into the project, Samuel had some pretty great things to say about working with me on his project. And since we all know how important it is to feel confident with the designer you choose to work with, I'm sharing his words with you...
Samuel Prudden is a neo-realist painter who produces work in both oil and acrylic. He’s based in Colorado but has spent much of the last decade working in various Latin American countries and his work is heavily influenced by his time spent in Latin America.
Let’s take a look!
Since Samuel is an artist, it was important to keep his branding and site professional, creative, approachable but also subdued in order to allow his powerful artwork to take center stage on the site.
Adjectives that describe Samuel Prudden look are: bold, minimal, fresh, clean, orderly, sophisticated, illustrative, friendly, masculine and monochromatic.
Samuel is also very drawn to the nostalgia of life during the turn of the century, the romanticism of the 1920’s, and the unchanging character of camaraderie throughout the ages. So this was a major influencer for his look.
Concept 1 | SOPHISTICATED, CLASSIC SERIF
This is a timeless, sophisticated, upper-case serif logotype. There is nice variation of thick and thin elements without losing the bold aspect of the font. The thick and thin elements are very characteristic of early 20th century type. This is a the most classic option.
Concept 2 | MODERN, NOSTALGIC SANS SERIF
CONCEPT 2 is also classic and typical of early 20th century type but with a more modern approach. Sans serif fonts are typically thought of as modern but they became popular in the early 20th century so the focus has been placed on fonts that could be found during that era. The feel is a bit more sleek and stylized here than concept 1 but also leaning towards neutral.
Ultimately Concept 2 was selected and we refined the concept only a tiny bit to make it just perfect.
Concept 3 | INTRIGUING LOWERCASE
This concept pushes the boundaries as compared to the first two. The use of all lowercase for a logotype skews more modern but the font used is classic, clean, sophisticated and nostalgic. This is the most modern interpretation of a timeless classic.
Secondary Logotype, Mark & Business Card
Once the logo was selected and finalized, I moved on to creating the logotype variation and mark. Since Samuel’s business is all about his art, he uses his business cards as a way to remind potential buyers of his work. He prints business cards at Moo (the link includes 20% off your first order – woohoo!) where he can have up to 50 different images on his cards. So one side is always the same – his contact information and the other side gets printed with an image of one of his many pieces of art. What a creative, smart way to promote his work!
To bring the whole brand identity together, I created the brand style guide. It brings all the elements together in one place for future reference anytime an additional design related item needs to be created.
Squarespace Website Design
That last piece of the project was a Squarespace website. As with his branding we kept the site quiet and monochromatic except for the large, high-quality images of his art. The nostalgic, sophisticated art deco feel is subtly reflected by the use of fonts – Futura and Crimson text and they are enhanced by the inclusion of a bold vertical bar. The subtle use of the highlight gold color – named Gatsby, also adds a level of sophistication to the design. Ultimately the design met all Samuel’s goals and will be easy to add additional artwork and galleries as new work is ready to be displayed.
To check out Samuel Prudden's full website click the laptop image above!
I’m so happy with how Samuel's brand and Squarespace website turned out and thoroughly enjoyed getting to work with him.