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5 March 2010
3 Dogz Creative design The Artist Project
TORONTO— 3 Dogz Creative has been designing promotional pieces, including signage and the website, for The Artist Project in Toronto since the show’s inception three years ago.
The show, which is produced by events company MMPI Canada, aims to take the pretentiousness out of normal art shows by connecting artists and consumers in a comfortable space. This year the show relocated to the Queen Elizabeth Building at Exhibition Place in Toronto, a move 3 Dogz creative director Chris Elkerton says is reflected in the design. “The green and the grey in the design came from the building itself,” he says.
In addition to the colour scheme, the grid of images also evokes the urban feel of the show’s space. “This year we wanted to blanket the collage with squares so it is very perfect and is a grid of images that can be manipulated,” says Elkerton. “It’s reflective of the space. A bit more urban, bit more down and dirty. They never wanted this to look like a gallery show. They didn’t want it to feel like a high-end wine and cheese show downtown.”
The main font used in the design is Helvetica Neue because of its open feel, says Elkerton. “The heavier weight of the font helps to get the industrial feeling across,” he says. “Plus, we have to keep in consideration that we are designing for eight-foot-high boards [and] five-inch [print] ads so it needs to be readable across different sizes.” Contact: 3dogz.com,
Theartistprojecttoronto.com, Mmpicanada.com
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When developing its brand it asked, "What does art mean to you?"
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The show, which is produced by events company MMPI Canada, aims to take the pretentiousness out of normal art shows by connecting artists and consumers in a comfortable space. This year the show relocated to the Queen Elizabeth Building at Exhibition Place in Toronto, a move 3 Dogz creative director Chris Elkerton says is reflected in the design. “The green and the grey in the design came from the building itself,” he says.
In addition to the colour scheme, the grid of images also evokes the urban feel of the show’s space. “This year we wanted to blanket the collage with squares so it is very perfect and is a grid of images that can be manipulated,” says Elkerton. “It’s reflective of the space. A bit more urban, bit more down and dirty. They never wanted this to look like a gallery show. They didn’t want it to feel like a high-end wine and cheese show downtown.”
The main font used in the design is Helvetica Neue because of its open feel, says Elkerton. “The heavier weight of the font helps to get the industrial feeling across,” he says. “Plus, we have to keep in consideration that we are designing for eight-foot-high boards [and] five-inch [print] ads so it needs to be readable across different sizes.” Contact: 3dogz.com,
Theartistprojecttoronto.com, Mmpicanada.com
— Val Maloney
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| I'd rather read a beautifully designed poster than look at all the s#!& advertising we are subjected... | |
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That aside I know Helvetica is a beautiful versatile font but good god am I bored of designers who don't even bother exploring fonts anymore especially when there are some fantastic foundries still pumping out beautiful fresh fonts.
not a very "creative" name, yo
and the project looks like it was designed by a student
I agree that this is not design news
Re: Use of Helvetica and overall design: You read it. It matches the brief. Job done.
You're clearly from Three Dogz as I cannot imagine anyone else being so up in arms over the comments made here so I do apologize if my criticism comes across as harsh but in my opinion you should try stepping it up, especially on projects like these where you have more room to play and probably a much less conservative client..
NB ISN'T from 3 Dogz (unless someone's up to something), but I am! Keep the comments coming. I know I've made my fair share of slams in the past and I've got a thick enough skin to take it. I like that people take the time to comment. I know why I did things and as much as "pushing design" is everyone's ideal, reality has this way of rearing its ugly head and pulling you back involuntarily.
There's a "reason" the logo was treated that way and a "reason" for everything that was done. Be it directed by designer or client. In the end...the artists at the show loved the played down look so it didn't interfere with their work. The wayfinding was clear and direct for the attendees and in the end my client is happy!
Every year we try to "push" clients we've built relationships with. Sometimes it wins, sometimes it doesn't. But that doesn't mean it wasn't TRIED just because the public sees something else.
Chris
My other piece of humble advice: change your name. No one will ever take you seriously with a name like 3 Dogz Creative ... see 3 Guys and a Moving Truck etc.
1. the above is a simple eBLAST...NOT a poster. If anyone wants to see the whole campaign, feel free to e-mail me and I'll share a PDF. (chris@3dogz.com)
2. Our company has been in business under this name for 10 years, and like everything we do, there's a "reason" for the name. We've designed everything from opening titles for feature films to Annual reports and all clients like the name! Potential clients remember it and our work speaks for itself to the ones who wonder...
Chris
seriously, change ur name, dogz... soundz like ur rappers, yo.
peez out.
from your website ...white type on a light green background ...which proves my point:
"we've been doing it for sometime now and we're good at it"
...there comes a time when you have to grow up, take a design/type course or find a new profession... there are way too many amateur "design" firms in this city, but there shouldn't be
just do what you are good at and you dogz are not good at design ... so it doesn't matter if you had a better name
brown is not the best website colour when you are named 3 dogz
shows the weakness of choosing a bad name like that
i agree with earlier comment. Chris, you mean well, but you would be better off admitting that your name is dated, than trying to defend it.
you can't help clients with their brand if your own doesn't work. you are too close to it. ask some professionals about your name/brand and you will find that most will have the honesty to tell you that it sounds very amateur - anyone who tells you that 3 Dogz is a good name for a professional consultancy is a liar
Seriously, I agree... change your name.
stop defending a amateur name
3dogz.com