Saffronart is the leading auction house worldwide for Indian modern and contemporary art. They are one of only a handful of auctioneers worldwide to crack the online auction model. With auction sales and additional fixed-price sales, Saffronart outperforms auction houses such as Christie’s and Sotheby’s in its categories.

A young, dynamic company it is reinventing the rules of the game for its category, using the net to introduce a new degree of information transparency. If art is known for its transformative powers, Saffronart is about bringing this creative energy to the business of Art. Growing as a global business the company was looking for a brand that will differentiate it from the competition as well as position it firmly as a global brand.

“Working with Saffronart we realised that while western collectors’ interest in Indian art is increasing, Indian
collectors use it to celebrate their identity. We wanted them to enjoy both, create the right mix between a global and a contemporary Indian sensibility,” says Brandinstinct consultant Uri Baruchin.

Brandinstinct created a brand strategy borrowing from old and new concepts of India as well as tapping into a new way of talking about art, and the distinctive character of Saffronart as a young company of people who came into the art world out of a genuine passion for art. A brand identity followed to articulates these attributes visually. “A playful combination of serif and san-serif typography and a diverse yet restrained use of colour create a brand that is just as comfortable in New York or Vienna as it is in Bombay,” says Brandinstinct designer Niqui Harwood.

“While collaborating with Brandinstinct, we felt they were able to understand what we’re about and steer away from clichés” says Minal Vazirani, co-founder of Saffronart. “We feel our new brand encapsulates our subtleties as a company in the Indian art market, while positioning us with confidence amongst global art brands.”

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