When Mr. Sermkhun Kunawong, the visionary founder and former CEO of CMO Group, extended an invitation to join his visionary endeavor, "Art Tank Group," I embraced the opportunity to contribute to a transformative art-focused business initiative. Charged with shaping the visual essence of the company, my inaugural task involved crafting the logo and overall identity. Drawing from Mr. Sermkhun's distinctive initial sketch and my creative execution, the logo emerged as a representation of the intriguing juxtaposition between his distinct traits and the opulent, whimsical nature that characterizes both the company and its founder.

The concept was conceived from the notion of a comprehensive "All-around Art Business" intertwined with the elemental essence of "Art" and "Tank." Guided by Mr. Sermkhun's preliminary sketch, I translated this concept into a logo that harmoniously symbolizes the interconnection of various art-related enterprises. The logo encapsulates both symbolic and typographical elements, ingeniously uniting form and meaning.

To foster coherence across various touchpoints, an identity system was meticulously designed to complement the logo. By infusing simplicity, formality, and elegance into the identity, a striking contrast was achieved, mirroring the dynamic interplay between the logo's informality and the diverse audience, spanning both older and younger generations. This stratified approach adds depth to the overall brand narrative.

Color selection hinged on Mr. Sermkhun's personal preference for the vibrancy of red. Collaboratively, we honed in on a specific hex index that seamlessly thrives against both black and white backgrounds. To imbue the brand assets with dynamism, shades of gray were artfully employed to tint the visual elements.

Typography stands as a pivotal facet of this identity. We discerningly chose "Futura" for its innate simplicity and elegant contours, ensuring readability and timeless aesthetics. Complementing this choice, "Oswald" was thoughtfully integrated into the logo. Its deliberate contrast harmonizes with the symbol's distinctive character, achieving a harmonious union.

Cultivating a sense of space, the brand assets were meticulously fashioned to encompass ample negative space. This design choice not only accentuates the brand's visual elements but also fosters easy recall among audiences and stakeholders, reinforcing the enduring association with the brand's symbol and colors.