Chromanity


Project Work, Otis College of Art and Design

Brand Design

Josef Albers a German native born at Bauhaus was a big influence on color and its interpretation. During the nineteenth century his elaborate theories about colour and his practising techniques influenced a lot of artists. Therefore, he started chanting and preaching his beliefs in color which led to becoming a religion, Chromanity for his followers.

He believed in the theory of seeing is believing and that colour connects with nature and its surroundings and therefore one would have to experience it to understand it. He said that colour would have an unexpected effect on people’s lives and would make a huge difference since each colour denoted something different and humans could connect to the chants of every colour. He wrote about colour as a religion and that its purpose meant the development of observation and articulation. The question was whether we need all the colours in our lives and what we would want colours to do. It is a form of light and energy and is therefore preached by artists and other creative minds who practised these beliefs. He says that in visual perception a colour is almost never seen as it physically is and that is what makes it the most relative medium in art. Not only just seeing the colour but also feeling the relationships between colours. Experience is what teaches that in visual perception there is a discrepancy between physical fact and psychic effect.


The effective use of colour happens when one sees the colour as something that deceives continually and sees both the good and bad in it. It is not a blind theory of facts, figures and knowledge but it is something that is derived through something that a person can visualize and see for himself. Chromanity has six stages to the religion, which helps you know more every stage you cross. He then wrote his chants, practises and beliefs in a book, titling it the ‘Interaction of Color’ (scriptures about colour) which is now being preached by different artists who have been chanting these scriptures about color for their betterment. Chromanity is growing as a community year by year and people are worshiping God Albers and getting guided to the development of observation and articulation.




After understanding more about the religion and what are the brand values it helped me think of more names for the religion and finally decided to name it CHROMANITY.



I started to explore with different symbols and shapes which I derived from the Bedno matrices exercise.



Logo variations



Final Logo



I started to execute different applications Chromanity could be supported with:

Uniform



Rosary


Bible


Stamps


Flags



Wooden Cube



Building structural space with interiors like windows and chairs

 

Dynamic Logo gif




Designing the style guidelines helped me have an overall look and feel of my brand. Seeing it all together made it all look united.