Love not war
For the rebrand, we began by challenging the images we associate with the word artillery, like guns, ammunition and explosions. In this exploration, we turned to flowers and nature. Explosions of life and color when a flower fully blooms.
From the traditional image of a crosshair, we worked with the idea of images springing from a central focal point. Concentric circles and overlapping triangles expand from the center, like a flower blooming outwards. It is this duality between weapons and flowers that represent Artillerie’s growth and expansion, and their desire to reach out to others in the creative community.
Motion as growth
Motion plays a vital part in the Artillerie identity as a video production house. We wanted static images to evoke movement and we did this by using the circles and triangles as containers. A single image could be reordered by filling the containers in a non-sequential fashion. This invites the viewer to re-order the image in their mind, creating a progressive, almost storyboard-like effect.
The image advances forward in time even if each segment is a frozen still. The same effect applies to video with the added layer of time, which allows footage of flowers blooming from different perspectives and angles.
Instead of a color palette, we instead provided guidelines on vividness and tone. This allows Artillerie to showcase the diversity of their work while still unifying their portfolio in the vibrant energy of the company. The colors are pulled from whatever media they are working with and the combination results into the different creative voices that come together as one.
A marks the spot
The custom wordmark resembles a crosshair. A negative line cuts through the letters, drawing your eye to the letter A, completing the image of a reticle with vertical lines running through it. A crosshair slash monogram, if you will. 🎯
Much of Artillerie’s identity system is flexible, but it is anchored in the strength of the logo: a callback to their command & precision in the production industry.
