The Rosa-Schapire-Kunstpreis is a new art award set up by friends of the Hamburg Kunsthalle, named after art historian and collector Rosa Schapire (1874-1954). Rather than having a special awarding committee, the organisation will invite a guest to decide who the winner will be each year. The visual identity for the award was developed by Peter Schmidt Group.
Overall, the look is signified by a dominant pink colour on an otherwise reduced range of colours. The symbol, an upside down 'R' with a thorny serif, refers to the rebellious alternative thinking of Rosa Shapire herself.
The Rosa-Schapire-Kunstpreis (Rosa Schapire art prize) is unusual as it is not awarded by a body of judges, but by an individual specifically invited to do so by the friends of the Hamburg Kunsthalle. A bold process that honours extraordinary artists and that equally demands a powerful visual identity. Key visual of the award is a dominant, upside down "R" which possesses a succinct serif that symbolises both the thorn of a rose as well as the rebellious "alternative thinking" of the award's name giver. This visual has also been used spatially as an installation within the gallery and forms the shape of the prize itself.
The corporate design of this newly created art prize and its accompanying communication media was designed by the brand and design agency Peter Schmidt Group which has been supporting the friends of the Hamburg Kunsthalle for almost twenty years.
All communication media, from classic printings to digital advertising, uses a strongly reduced colour spectrum and the resulting striking interplay between pink and bronze, combined with dominant areas of pure white, ensure a high degree of recognition and visual awareness that generate maximum attention for this new, esteemed prize. This creative dialogue is especially visible within a dedicated "Homage" that honours the individual behind the prize's name and can be unfolded into a large, imposing poster where the signature "R" of the key visual contrasts a photograph of a rose, set within a block of ice, that symbolises Rosa Schapire, a brave woman at a challenging, artistic time.