Robert Motherwell (1915-1991), known for pulling the trigger for Abstract Expressionism, created a visual identity from pure emotions. His radical expressive brand communicates a violent world, without propaganda or judgement. Today, Motherwell’s brand reminds us what identity and storytelling should accomplish, so when the world has changed our brand remains significant and relevant.

1. Robert Motherwell wars end and brands fade
A guide to Motherwell for brand makers

2. 3 features of
Motherwell’s
brand:
1. identity communicating violence
2. storytelling for a world gone wrong
3. what we need when brands fade
and stories end

3. how do you create a visual
identity violent enough
to communicate life and
death, war and lost love?

4. ‘ the deepest discoveries have to do
with the artist’s materials ’Robert Motherwell
let the materials tell the story:
his paper is torn; paint is splattered, and
colours are stained

5. find parallels
splatter tear
stain

6. how do you differentiate
your message from
all the others?

7. the good reporter: plain, truthful events;
don’t take sides, or judge
the good brand maker: clear on what’s in and
what’s out of the brand
‘‘ art is a form of action ... one enters
the studio as an arena ’’Robert Motherwell

8. some examples ...

9. His revolution works (the Mexican Revolution):
dead and alive: images of life and assassination

10. His Elegy series (to the Spanish Civil War):
body parts communicate waste of war

11. His Je t’aimeseries (a love cry):
one message expressing the two extremes
of finding and losing love

12. His Opens series (power of colour):
colours attack the human senses

13. but some of his colours
have faded and the wars of
his generation have been
displaced by our wars.
So, he shows us what we
need when wars end and
brands fade

14. the brand message:

15. no war ended all wars:
no revolution ended
human struggle

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