AVEM, a platform that shows Armenian art from a new angle
AVEM tells the story of Armenian art and invites people to look at it from a different perspective. Hence the slogan “Flip the view of Armenian art.” The brand challenges the familiar image of Armenian art as something ancient, ecclesiastical and confined to museums. Its core idea is that Armenian tradition has long contained what we now call contemporary.
The identity had to capture this shift in perspective, so we built it around a flip. Every brand phrase can be read in two ways, one belonging to tradition and the other to the present, and the only difference between them is the point of view. The flip became the central gesture of the system. It can sign an exhibition, a book or an invitation, and each time it reminds us that the familiar can be seen differently.
The visual language rests on three images. We portrayed art as a soft, blurred form without sharp edges, because a true work of art never fits a label. Next to it there is always a strict line, standing for the canons, boundaries and circumstances within which Armenian art has lived for centuries and still lives today. The third image is juxtaposition. Ancient and contemporary works are placed side by side, and viewers discover for themselves how much they have in common.
