LEDA creates and runs art workshops in Italian museums. This fresh rebranding of the organisation is based on the activities of the orgnisation and the mythological reference in the business name.
The business name stands for Didactic Laboratories for Art Education. Not only it represents its purpose but also has a connection to the Greek myth of Jupiter's love for a woman in the form of a swan — a captivating theme that has inspired artists throughout history. When tasked with creating LEDA's brand identity, the founder specifically mentioned considering a swan as one of the potential logo images.
The curves and white shape of the swan allowed me to play with some interesting negative space, when implementing the coordinated image on all collaterals.
The colours in the logo represent the different educational journeys promoted by LEDA.