Overview /

Black Spot Press is a Vienna-based fine art print studio situated at the intersection of traditional craft and experimental mark-making. The strategic requirement was an identity that resonated with artists and collaborators who value materiality and the physicality of print, whilst positioning the studio as a contemporary and distinctive voice in the sector.

The challenge lay in creating a brand that felt as tactile as the work produced; rather than adopting a polished, corporate aesthetic, the system was built from the language of ink, pressure, and handmade marks to remain authentic to the art print community.

Role /

Creative direction and lead for systemic identity design. Responsible for translating the studio’s printmaking ethos into a cohesive visual language, shaping how the press presents itself to artists, collaborators, and collectors through logo design, typography, and a modular graphic framework.

Brief /

The development of a distinctive brand identity for Black Spot Press on behalf of Irish master printer Tom Phelan. The framework needed to reflect a deep respect for traditional fine art techniques whilst capturing an experimental, independent, and artist-led spirit.

The identity required credibility within the fine art world, deliberately avoiding corporate polish to preserve the raw, "gritty" energy that defines the studio’s output.

Primary Identity System

Core Black Spot Press logo developed as a flexible mark that feels bold, handmade and rooted in print culture. Distressed textures and stencil-inspired forms echo the physicality of ink, pressure and process.

Embossed Mark

The identity translated into an embossed application, emphasising the tactile nature of fine art printmaking. The raised impression mirrors the pressure and physical contact central to the craft.

Logo Mark Variations

A secondary monogram system built from the same stencil logic, allowing the identity to adapt across small-scale applications while retaining its raw, graphic character.

Metal Die Stamp

Custom metal stamp produced for authentic physical marking of materials. Extends the brand beyond visual language into real-world making, reinforcing the studio’s hands-on ethos.

Stationery System

Letterheads and business cards designed to feel like print artefacts rather than corporate collateral. Colour variants reflect ink experimentation while maintaining a cohesive, recognisable system.

Solution /

The identity derives its logic directly from the physical mechanics of printmaking. Letterforms were engineered with a stencil-based structure, referencing both traditional workshop markings and DIY subcultures.

Imperfection, pressure, and layering were established as core visual principles rather than decorative effects.

A bold, modular logo system was constructed to shift across scales and compositions, ensuring the brand remained rooted in materiality and the studio's physical process.

Results /

Establishment of a distinctive identity authentic to the studio’s ethos, successfully bridging the gap between traditional craft and a contemporary DIY aesthetic.

Direct resonance with the target audience of artists and collaborators.

“Steve delivered something modern, but street. An up-to-date subculture stencil design, which fitted perfectly with me and my studio philosophy.”
Tom, Black Spot Print

Black Spot Press, Vienna — Brand Identity & Logo Design