With simplicity and practicality in mind, it is necessary for a 16 years old brand to rebranding itself! 

Bangkok Art Auction is founded in 2007, then got into a stage of hiatus until 2022. The only visual index left of them is a AI logo file, fortunately (with  20 shades of meaningless black and red). The brand reintroduced itself with 2 auction events; with myself as a identity designer, that's when I've stumbled upon a 'logo only' kind of a brand. Mr. Sermkhun, president, gave me an oppotunity to reintroduce the brand again properly, to elegently compete with rivals and leave impression for the audiences.

'Red', shout it out, as the main identity. Breaking through Thai art market that stucks in the safe zone of white wall and black logo, vice versa. This red auction brand would not got confused with the similar name of the rival no more (search Bangkok Art Auction on Google and you could see who I am talking about). Completing the sillouete of the logo to give it more exposure on the other surface. Minimalise the practical shades of black and red into just a solid color for each hue. Though it is still necessary to keep the original version of the logo for the old clients recognition.

Structuralizing with a timeless comtemporary font like Futura Std as a primary brand uses. Keeping everythings consistent without introducing 10 elegant typefaces each time an ametuer designer making a social post. Introducing a grid system for general use and physical print for consistency. Physical assets is when the index is shine as a practical identity in an auction business; a sticker for marking an artwork, a packaging with printed sticker allows for writing names and attaching pictures, letterhead, files, letter, and so on.

The importance of corporate index is in its practical use and problem solving over the aesthetic purpose. Combination of white black and red is beautiful but as so the red-white! Comparing with such distiction from the rival brand, it is more or less a necessary for driving the art auction industry.