The Well Appointed Life

The Client: Salcedo Auctions

A few months ago Salcedo Auctions got in touch with me to do the branding for their new sub-brand Gavel & Block and give a new identity to their biggest auction of the year called The Well Appointed Life. For the latter, the brief was to make it feel new and fresh as the old identity was starting to look dated. It still had to look very exclusive and premium as well since it was the host to some of the most expensive pieces in the country.

I did a few studies just based on typography, including creating a custom font (which can be found here!) but we later decided that an adaptable logo is what the event needed. There were four main auctions (Philippine Art, Automobiles, Fine Jewellery, and The Connoisseur Collection) and they wanted the logo to communicate this. The idea of having a main logo that can be broken up into pieces came to mind with icons connecting to each auction. 

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 An alternate application for the logo, this was used on the spine of the catalogue

An alternate application for the logo, this was used on the spine of the catalogue

 The logo can be split into the categories with a corresponding color palette

The logo can be split into the categories with a corresponding color palette