I’m a firm believer that some things are best left with professionals. For example, designing a logo. And when you have a brother who is a graphic designer with three decades of experience and a formal education and training in Visual Communication from UTS, you don’t go to anyone else.
From concept to completion in no time. A simple instruction is all it takes when leaving things in a professional’s capable hands. That’s what I like most about dealing with professionals: They are just so switched on. They get it. No further ideas need to be exchanged back and forth. In my case, the rest is to give my brother total freedom to express his creativity and work his magic. It’s an important reminder for future commissions: establish this ground rule from the outset.
Now, the story. As blue is my favourite colour, naturally I wanted my logo to reflect that tone in my name, TED TSAI. The word ART sits beneath it in a deliberately larger font, because art is larger than me, while its white colour represents the blank page I face each time I begin a new piece.
The result? It exceeded my expectations with an unexpected added bonus. The muted grey shadow along the lower edges gives just enough shade and form. It’s a subtle element that enhances its three-dimensional feel. I also see it as self-doubt that inevitably occurs when I stare at the blank page. That shadow of doubt is in fact a source of value and depth in art. I’ve learned to give self-doubt a break, and the credit it deserves.
It’s interesting how this little logo has a big story to tell. What’s so fascinating is that it not only showcases the face of the brand, but also the philosophy of my art practice and the creator behind it…
Ted Tsai 