The fair is run by the organisers of Art HK, the annual Hong Kong Art Fair. The Plant created the Art HK branding and was appointed to the Art 13 Project without a pitch, bringing in Stiff & Trevillion for exhibition design having worked with the consultancy on last year’s Art HK and a number of Jamie Oliver restaurant projects.
Matt Utber, founder of The Plant, says the branding uses a corner device to create the idea of a space to be ‘filled with amazing art’.
He says, ‘It’s kind of minimal but based on the abstraction of a corner. The brand device makes the suggestion of a space that needs to be filled.’
The branding will be used across all touch-points including brand campaigns, interior and exterior signage and wayfinding for the fair and a website, due to launch in the next couple of weeks. The Plant worked with photographer Lee Mawdsley to create the campaign images.
Art 13 will run from 1-4 March 2013 at London Olympia.