The Perotti School, an art school based in Moscow, has been teaching painting for many years using a unique technique to empower and inspire their students to get in touch with their creativity and express themselves on canvas.
Their success has been so great that many art schools in Moscow have adopted their methods of teaching. Because of this, they felt their unique place on the art map of Moscow was lost and that they needed to draw people’s attention to their name again, emphasising the strengths of their teaching.
As the copyrights are very complicated in Russia, we had to come up with a solution which would work with, and compliment, the existing logo.
We first thought of a tag line that would sum up the Perotti School’s message - ‘The Original Art School’. Simple but effective and easy to understand when written in English and used in Russia.
Working from this direct message we designed a fresh and contemporary identity that works along the side of their logo and has the flexibility to fit many different uses. A white rectangle, suggesting a blank canvas, holds the message and can sit on various backgrounds. To introduce the identity into their visual material we placed the new white block on a background of a vibrant, alla prima painting, painted by the school.
The first use of this new identity was a digital brochure sent out to the new and the existing students. Here images, colours and quotes from artists were used to reflect the vibrancy of the school. Printed materials, like business cards and gift vouchers, have been designed to give continuity and to reinforce the new message. We also designed the schools’ aprons and canvas bags.
The new visual message will continue to be integrated into the Perotti School marketing. T-shirts and brush boxes will be made for the coming painting tours of Italy.