The Alliance for Sustainable Arts Professional Practices commissioned me to create a logo for a forthcoming website for artist resources in NYC called Art Flock.
The goal was to create a symbol that was contemporary and professional while still being engaging to a younger creative crowd. I focused on the idea of the site being a box of tools for artists, something practical that was composed of many pieces. The square letterforms are simple and functional and yet look modern and unusual. The letters are aligned into a square, blithely breaking flock into two parts, in a way that says this is something for people who think differently (i.e. artists/younger people) and that it’s about creating something new out of the pieces that are available. The circle at the end finishes the square and contrasts with the letterforms giving a more human piece to interface with the technological hard edges around it.