“UNFOLD Art Beyond the BRICS” is a new and unique art fair, with its first edition taking place on 24th – 28th January 2018 in Abu Dhabi.
My brief was to create a brand for the art fair. The brand needed to appeal to wealthy art collectors, as well as top of the line galleries, banks and financial institutions, royal families and government ministers. The logo also had to showcase the distinct focus of the BRICS countries, while reflecting art as an asset class, bridging collection of art for both passion and investment.
I created a logo as a representation of the connections between the five locations of the BRICS countries, Brazil, Russia, India, China and South Africa. Using the cartography of the locations on the world map, and joining the routes between each of these forms a distinct shape, the resulting logo represented the connections between these countries as fold lines on a piece of rectangular paper. The paper ‘unfolding’ to reveal the locations.