artED
Visual identity design for artED: an online art and mental health zine by Helen Shaddock
We collaborated with multidisciplinary visual artist Helen Shaddock to develop the logotype and visual identity for artED – a digital zine dedicated to art, mental health, and lived experience. Helen’s creative practice explores themes rooted in her own experiences of Eating Distress (ED), Autistic Spectrum Condition (ASC), and Obsessive Compulsive Disorder (OCD).
artED is an inclusive online platform where individuals can creatively express their experiences of eating distress, while also accessing resources related to neurodiversity, recovery, and OCD, particularly anorexia. The project required a brand identity that was both emotionally sensitive and visually engaging – grounded in lived experience and aligned with Helen’s unique visual language.
We designed a custom logotype using the Open Source typeface Nunito as a foundation. Each letterform was modified to create smooth transitions between thin and thick areas, resulting in a soft, fluid design. The rounded shapes evoke a sense of warmth and approachability, echoing the organic, abstract forms found in Helen’s artwork.
Importantly, the design avoids separating “art” and “ED” visually – eschewing contrast in font weights to present the name as a cohesive whole. We also respected Helen’s preference for sans serif, Open Source typography, and a broad colour palette.
The colour system was inspired by Helen’s print series Harmonious Imbalance, and was carefully developed to support high accessibility standards, with most combinations meeting WCAG AA or AAA contrast ratios. The same series also informed the creation of a flexible abstract pattern, used throughout the brand to add visual richness and continuity.
