the art of free art mattie warner
The ART of Free Art
Designed by Mattie Warner Professor Daniel Warner Art 580 Visual Communication Design Capstone Kansas State University Spring 2019
anything you do without seeking to profit could become the kindest thing
info graphics thesis paper website process website solution print process print solution social media process social media solution
contents
project overview
table of
08 20 24 36 40 42 44 46 48
8 |
project overview
what is
free art friday? Free Art Friday Kansas City is a Facebook group created to encourage artists to make art for free. The intent is for artist’s to create a piece of art to share with a complete stranger with no recognition or payment in return. The artist then “drops” the piece and posts a clue as to where it is on the Facebook feed.
problem - relying on word of mouth to advertise Free Art Friday - not distinguishing a target audience - Facebook page is a closed group
solutions - public media platform - instagram presence; show art drop zones - easy to navigate website - artist spotlights encouraging others to get involved - flyers available at artist hotspots advertising the group
target audience - young artists - college age to late 30’s - artists willing to share their art with others without seeking profit
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overview
mood
board
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project overview
sketches &
process exploration of a seamless wordmark using a handmade typeface issues: difficult to read, awkwardness between the F&A, problem is unsolved.
color exploration
using transparency and overlap to see different color combos
free art friday
free art friday
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overview
final
solution free art friday
variations:
free art friday
free art friday
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overview
color
palette PRIMARY
Blue C:100 M:0 Y:0 K:0 R:0 G:174 B:239 Hex: #00aeef
White C:0 M:0 Y:0 K:0 R:255 G:255 B:255 Hex: #ffffff
Black C:0 M:0 Y:0 K:100 R:35 G:31 B:32 Hex: #231f20
SECONDARY Blue Violet C:100 M:100 Y:0 K:0 R:46 G:49 B:146 Hex: #2e3192
Magenta C:0 M:100 Y:0 K:0 R:236 G:0 B:140 Hex: #ec008c
Red Orange C:0 M:100 Y:100 K:0 R:237 G:28 B:36 Hex: #ed1c24
Yellow C:2 M:6 Y:99 K:0 R:254 G:226 B:0 Hex: #fee200
type
usage BODY
Helvetica Neue Light
Helvetica Neue Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
HEADINGS
Helvetica Neue Bold
Helvetica Neue Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() 1234567890!@#$%^&*()
18 | info
graphics
In this infographic I wanted to show how the show that the Free Art Friday Kansas City creator, Ruth Becker has, has continually decreased every year. By adding more advertisements and another social platform, this should bump attendance to this show every other year.
In this infographic I wanted to show how the Free Art Friday Kansas City group start date compares to other groups around the United States. From this timeline, the Kansas City group starts somewhat later than the majority of the United States.
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In this infographic I wanted to show how the show where the men and women working in artistic fields are in the United States versus Kansas City. I learned that Kansas City employees more women than the countries average.
the art of
free art thesis
22 | thesis
paper
Jeff Bertrand - Cassette Tape Paintings
In Kansas City, in your local town, in the world, everyone
work has influenced people to have a deeper relationship
has some level of appreciation for art. Whether they are
with their built environment through their artistic addi-
in a local group out on a hunt to find pieces stashed
tions. Guerrilla art first started in the United Kingdom but
around the city, dispensing from a vintage cigarette ma-
has now spread globally. Guerrilla art differs from other
chine, or in nature itself, art is everywhere. With the ap-
art forms because it has absolutely no external boundary
preciation of art growing, locals are becoming more and
between the image and the environment. With tradition-
more involved with making their own. Being members of
al painting being able to be moved from place to place
a changing culture, art is one of the largest with the most
without the meaning being skewed, guerrilla art is fo-
room to grow.
cused on cause and effect. It aims to produce an effect on the minds of the viewers and what environment they
History. In the beginning, graffiti was the original form of
come from. When a guerrilla artist creates artwork on a
street art. This, in my opinion, was the first ever “free art”.
traditional canvas, they refer to it as “trapped” art. While
Throughout the years, this line has been blurred from an
trapped art doesn’t necessarily count as guerrilla art, it
expression of art to a delinquent act back to being an
can still have the same style as their traditional guerilla
expression of art. Those who are in full acceptance of this
art.
form of art understand that the aesthetic of it needs to be experienced in the streets. By having the art visible in
The Free Art movement does not necessarily include graf-
a public setting, it assists the movement by allowing the
fiti because one cannot physically take the piece of art
art to be viewed not through the eyes of vandalism but
with them. But, without graffiti, urban art, and guerrilla
through the eyes of appreciation.
art, the free art movement would not be where it is today. Thanking these artists that have pushed the social norms,
Street art is a visual contribution to the public atmo-
and honestly, the norms of the canvas that they are cre-
sphere. This form of art is closely related to urban art and
ating pieces of work on has allowed society to evolve with
guerrilla art. Urban art is inspired by the structure of how
the creations of art.
a city is built. It is often created by summarizing the visual forms in the urban area. Originally starting with pri-
Art is more. Art is more than something to buy. Artist Jeff
marily local artists, today urban artists can travel all
Bertrand recently created a Facebook page for the free art
around the world to create beautiful pieces for the public
movement in his hometown of Nashville, Tennessee. Ber-
to experience. Some of the artists that are transforming
trand says that even though the works are free to the
the urban atmosphere are Banksy and Adam Neate. Their
finder, they still feel priceless. “Art has always had more
than just a price tag - it’s so much more than that. The whole point of creating art is creating a memory. With this, you are not only creating the work that people may react to but also the experience of going to find or discover it.” Bertrand says. Having done art drops himself, Bertrand was inspired to do so by artists around the world in the Free Art Movement. “Galleries can be a little stuffy, so I like the idea of just making the city your gallery and creating your own show. I’ve always been intrigued by graffiti, but thought, ‘How can I leave some art without getting arrested?’” he says with a laugh. “But this is also about building community, which is especially great in a town like Nashville with so many new people moving to town. [Going on searches for free art] is a cool way for people to learn more about different parts of the city, too.” Artists and art seekers do not need to belong to a specific group to participate. “The group isn’t about a contest…” I think having this mindset will really help the artists create quality work. They aren’t trying to please anyone, they are creating for themselves during that moment knowing that someone will appreciate it later. Free art is making a massive impact on cities near you and me. One artist created a “Free Art Road Trip.” She took a trip from St. Joseph, Missouri to Ann Arbor, Michigan. Along the way, she would randomly drop pieces of art. This got individuals who might have lived in the Kansas City area more involved than the ever have been that don’t necessarily live there anymore.
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paper
Environmental art. Similar to free art, environmental art
rette machine into a different type of dispensary; an art
is art installed in nature available for the public to view
dispensary. In June of 1997, Whittington had a solo art
free of charge. Environmental art creates a connection
show first introducing the first Art-O-Mat. He used a re-
between an artist and nature. Over the past ten years,
cently banned cigarette machine and placed cigarette
environmental art has really focused on climate change.
pack sized photographs inside. Little did he know that he
Environmental art is typically motivated by nature and
was starting a global trend. He started by selling his piec-
history or by ecology and politics. Similar to the free art
es for $1.00 each. Once his first installation was coming to
movement, environmental art is put out there for others
an end, Cynthia Giles insisted that he keep the Art-O-Mat
to enjoy and seek a connection with.
fully stocked. This meant that Whittington needed to find other artists who were interested. He decided to look into
Nature was the primary creative theme of art for centu-
local artists in the area forming the group Artists in Cel-
ries. Getting its start with cave paintings expressing how
lophane. These artists created in all mediums of art from
nature was important to their community. Fast forward to
homemade jewelry, mini notepad purses, photographs
the 1960s, land art became extremely popular. Rather
pasted onto blocks and many more.
than painting about the environment, they sculpted the environment. “Land artists rejected the commodity status
Artists in Cellophane is now the sponsoring organization
these venues conferred on art and questioned the notion
of Art-O-Mat. Their mission is to encourage consumption
of art as something to be bought and sold for profit.” With
of art by combining the worlds of art and commerce in
our environment’s safety being in the spotlight of today’s
innovative ways. Artists in Cellophane believes that art
political realm, I could see the free art movement consid-
should be “progressive, yet personal and approachable”.
ering more of their art to be inspired by this. Since art can
Artists are able to submit pieces at any time for display.
be focused around an issue that is current, I imagine that
During the selection process, your work is viewed as if
some of the pieces soon to come will involve some of
you have never looked at art before. As long as you follow
these social issues. Art is capable of drawing light to cur-
the strict size guidelines, your works should be placed
rent issues occurring around the world and I foresee that
into a functioning machine. The Artists in Cellophane
there is potential for a Free Art Movement to bring a
want people with little to no art background to find ap-
greater focus of environmental concerns soon.
preciation with their piece. Today there are over 100 machines in use around the world, two of which are in Kan-
Distribution. Inspired by the crinkling sound of cellophane, Clark Whittington transformed the typical ciga-
sas and over 400 artists involved.
my dog sighs
26 | thesis
paper
What is Free Art? For years artists have been leaving their
making it a very successful movement. Most of the places
art for free around the world. Over the past few years, the
have hashtags that are used while posting online. Some
free art movement has become more organized thus, get-
of the common ones are #freeart, #freeartfriday, and
ting more attention over the world. Free art is the practice
#freeartmovement. Most locations have developed a lo-
of leaving pieces of artwork in a public place as street art.
cation-specific hashtag, so it is easier to spread the word
Usually, the art is tagged with a notice stating that it is
about where they are dropping art. Even without follow-
free. Depending on the artist’s preference, they can sign
ing the specific accounts or hashtags, if you see some
their name or keep it anonymous. The movement was
funky looking art with a free sign on it, take it.
founded by British artist, My Dog Sighs. My Dog Sighs gave his art away for free for 10 years before starting the “Free
On the Facebook feed, there are hundreds of images of
Art Friday project”. His movement exploded into an inter-
pieces of art. The range of free art given away is limitless.
national movement. It spread to Israel, Japan and of
Some types of art from previous times include collages,
course the United Kingdom. “My Dog Sighs’ work forms a
painted tea bags, and a variety of paintings. Free Art Fri-
narrative based on counterpointed poignancy that reso-
day Kansas City has six steps to follow when creating and
nates with those that have the opportunity to find them.
hiding art throughout the city limits. First, the artist needs
Moments of loss and then being found echo the materi-
to create the art. The art can range from paintings, pho-
als used. Tin cans, once the receptacle of our sustenance,
tographs, poems, sculptures, crafts, music, etc. The form
all too quickly rejected, thrown away, abandoned by a
is absolutely up to you. Step two: the artist writes a note
materialistic society keen to gorge on the new”.
on the piece or by creating a flyer saying something about it being free art to the public and that anyone can take it.
Free Art Friday – Kansas City. Free Art Friday, Kansas City,
By doing this, artists are giving anyone passing by the
is a Facebook group created to allow the appreciation of
opportunity to experience art that is “meant to be theirs”.
art to grow within their local community. Their mission is
On the back of the note, the artist describes that they are
to “promote creativity in our beautiful city of Artists. Kan-
a member of the Free Art Friday Kansas City or post the
sas City includes Kansas City Metro Area both Kansas and
hashtag on twitter #FAFKC. Step three: hide your art some-
Missouri. How awesome it would be to brighten a random
where in the city or metro area. The piece of art needs to
stranger’s day by giving away free art and get artists to
be in a public space, the person hiding it needs to be
join the movement and help me continue to make the
respectful of where it is placed. Step four: post a clue in
world a better place. Give from your heart, bring joy to
a form of a photo and drop it on to the Free Art Friday
someone now!”
Kansas City page on Facebook or Twitter. Step five: anyone who finds the art is free to take it. The hope by the Free
Social media has really developed these communities
Art Friday Kansas City group is that the finder will upload
and bonded around sharing art with others. Social media
a picture of the found piece of art. Lastly, because the
has also helped make the sharing of free art prosper and
group is called “Free Art Friday” it does not mean that you
cannot hide pieces throughout the week. There is no
influence other artists? Even though these questions are
schedule for art, so let it be shared when you feel that it
semi basic, I got some very real answers.
is right. Ruth Becker. Ruth was born in Cochabamba, Bolivia, and I wanted to get some information straight from the artists
grew up in Tehran, Iran and later in Rome, Ital. She then
that are creating the art. I decided to reach out to Ruth
studied Art and Political Science at the University of Ox-
Becker and Shannon Loy. Both have had a large part in
ford. Shortly after she moved to the United States, as she
the Free Art Friday Kansas City group. I asked both of
married an American and together, they brought four
them eight questions: How long have you been in the
beautiful children to life. Once her children matured, her
Kansas City Area? How have you seen the art culture
leave of absence from Art was over. With having a minimal
change? What first made you interested in creating art?
background of art, didn’t set her back from starting up
How did you find out about the group Free Art Friday?
her own gallery in the Crossroads District called Gallery
What have you contributed to the group? How would you
504. Being able to see the development by “leaps and
like to see the group change or what goals do you have?
bounds” in the Art District and West Bottoms has been
How have you seen the group change since you have
the best.
been involved? How do you think the group can grow and
free art friday facebook group
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paper
friends to get involved. Through her vow to herself when she started, she has given at least one piece of art every single week since November 2013. Ruth wants to see more involvement with the artist community. By having a yearly show for the Free Art Friday artists in December, this is her public announcement trying to recruit more artists. Her goal is to have as many artists in the Kansas City area dropping at least one piece a month. The group of artists has grown over the years, but the number of drops has not grown at the same incline. With the group only relying on word of mouth, they are at a disadvantage. In the beginning, when Ruth startRuth Becker
ed the group there was a News story and they followed her on her drops and a Radio Station also featured Ruth
Her interest first started in Villa Borghese, in Rome, Italy.
in a Story. They also did a Short film on the Free Art Friday
Ruth was immediately inspired by the vast fields of kalei-
Kansa City Movement in “Every Picture Tells A Story
doscopic flowers. Feeling “ecstatically awed by the power
through the Kansas City Film Coalition.
of those colors” it inspired her soul. She wanted to share this joy with others. “I could feel, taste and smell its en-
With every piece of art Ruth drops, she attaches a per-
ergy…It was vividly palpable!” Using similar vibrant colors
sonal biography about herself and a sheet telling the
in her work today, it flashes her back to her childhood
finder how to let the world know that they found her
witnessing this indescribable beauty.
work. In her biography, Ruth talks about how she is an artist who is seeking the artist within. She expresses her
Ruth is the creator of Free Art Friday Kansas City. Driven
belief on how art is an expression that can transport you
by wanting to give back to the community, Ruth ran across
to a peaceful feeling. She talks about how her pieces cre-
a man, named Scott, on Facebook doing an art giveaway
ated are a result of a creative process and that she hopes
on Black Friday called “Flood the Streets with Art.” Scott
to bring out the beauty in mundane objects and places.
had his own Free Art Friday group in Wisconsin. After doing some research on her own, she learned that the Unit-
Her work has been inspired by movements such as pop
ed States only had twelve chapters and Kansas City was
art, futurism and surrealism, figures and time periods
not one. She started the movement by starting her first
such as the sixties and seventies, notable influences in-
art drop in November of 2013. Ruth encouraged her
clude Salvador Dali, Picasso, Paul Glee, Jean Arp, Paul
she is an artist who is seeking the artist within. Nash, Yves Tanguy, Umberto Boccioni, Roy Lichtenstein and many more. Shannon Loy. Shannon Loy is an artist that is very active in the Free Art Friday Kansas City group. She was born and raised in Kansas City, spending most of her 45 years there. Of those 45 years, she has lived in the Ozarks, Phoenix, and Austin but always found herself being pulled back to Kansas City. Since being back, she has shared her artistic talents with those of the Kansas City area. I asked her how she has seen the art culture of Kansas City change over the years. She has had extreme excitement watching the evolution of the art culture. Shannon has been an artist as long as she can remember. As soon as she could hold a pencil, she was creating. She graduated from Center Senior High School in 1991 and planned to go to the Kansa City Art Institute. Going straight from high school into working odd art jobs, she quickly realized that Kansas City didn’t really offer the career options that she was looking for. What she was missing was the desire to move to a big city. Shannon didn’t have the want to move to New York City, Los Angeles, or Chicago. With Shannon still wanting to feed her art desire, she decided to keep art as a hobby and go the business route for her nine to five job. She says that this has changed tremendously since she was in high school. “We didn’t have things like First Fridays or Free Art Friday. The ‘hub’ for art back in the day was in the Westport area. The development of the Crossroads Art District has enabled many
30 | thesis
paper
she sees her creativity as
“breathing”
positive changes.” Now, there are so many options to ex-
hers in normal, everyday places. She likes to provide ex-
press your passion for love from right inside Kansas City.
posure to others outside our ‘art’ community. “I want to
Now that Kansas City has advanced technology, they are
encourage others to be involved and see the importance
a prominent player in the art world.
of art in our communities.”
Her involvement with Free Art Friday Kansas City has in-
Advertising isn’t as strong as it could be. Possibly having
cluded adding several pieces, including her signature te-
a focus on free advertising, to get the group’s name out
abag art. She prefers small art since it is quick and easy
there could help get the community more involved. Shar-
and makes an impact on someone’s day. Shannon found
ing with teachers in the metro area, encouraging the stu-
out through social media about the group. While being
dents of Kansas City and young adults to participate
involved she hasn’t seen much change through manage-
would help drastically. Even sharing that art isn’t just
ment or structure of the social group. She says that the
painting or drawing. Help others understand that art is
administrators of the group need to approve your post in
music, performing arts, visual art, and photography. She
order for it to go public. At times, this can be a large delay
also suggested that partnering with ArtsKC or other local
from when you drop your piece of art to when it is actu-
groups could help their numbers grow.
ally visible for the hunters to go pick it up. Shannon says that many of the pieces are dropped near the City Market
Shannon’s mission is “to give away little pieces of my
or the Crossroads Art District. Dropping them in the artsy
heart and soul in hopes that it brightens someone’s day.”
area of Kansas City is a great idea, but she tries to leave
Art is her ‘vice’ in life. Being an avid user of art as therapy,
as something you
“must do”
she sees her creativity as “breathing” as something you
of every month offers a “Not So Quiet Night” which con-
“must do.” Finding it difficult to put a price tag on a piece
sists of live music, free programs, art activates and more.
of art, ‘Free Art Friday Kansas City gives her the opportu-
Each month they also, showcase a local artist. This month,
nity to do that. She has been blessed with a talent, so she
their “Not So Quiet Night” consists of a drop-in art activ-
feels she should share it with others.
ity of making paper snowflakes and a self-guided tour through the museum. The “Not So Quiet Night” is catered
Talking with Shannon I learned that you don’t need to
to adults only, allowing them to socialize without having
have a set plan for your art. Letting it guide you through
to think about what ruckus all the children are causing
your life can honestly be very interesting. Learning that
throughout the museum.
she views her art as a way of breathing and a gift to others really spoke to me. This is how it should be, sharing
The Kemper Museum of Contemporary Art, in Kansas City,
and not requesting payment for a gift that has been given
cares very much about educating the public. Throughout
to you.
the year, they offer more than 60 educational programs for free. The museum hosts artist lectures, performances,
What else is Kansas City doing? As we all know, Kansas
films, concerts, workshops for all ages and creative pro-
City has some very unique attractions. Among these at-
grams. The Kemper Museum holds an event on the third
tractions are art museums. By having no cost of admis-
Saturday of every month. The Kemper calls this event a
sions, art museums offer much more to the community.
Scavenger Saturday geared towards family involvement.
The Nelson-Atkins Museum of Art on the third Thursday
“Pick up a self-guided activity at the Scavenger Saturday
32 | thesis
paper
I want to be a part of spreading the word of this creative group with others. table in the Atrium and follow the clues to take an
Free Art can come in many shapes and sizes. Learning
“ART-astic” adventure. Finish the hunt and pick up a take-
that it has morphed into a way to impact others is even
home, artmaking activity kit. Scavenger Saturday activities
better. Kansas City is lucky to be one of the cities able to
change monthly and are inspired by artwork in the Muse-
be a part of the Free Art Movement because it has formed
um’s current exhibitions.
another community of very talented people wanting to share their gift with others. Kansas City has and will con-
On the first Friday of every month, galleries in the Cross-
tinue to evolve into a stronger art community with artists
roads District are open for the public to walk through.
like these. I plan to help by creating some sort of creative
They claim that this event is one of the city’s liveliest and
advertising for the Free Art Friday Kansas City group. I
most popular event. The event features local, regional
want to be a part of spreading the word of this creative
and national artists. No matter which gallery you go to in
group with others.
the Kansas City area, they will have some sort of event trying to involve the locals. This goes hand and hand with the Free Art Movement because they are helping to educate and share their love of the arts with others.
Citations “Art-o-Mat®.” The Original Art Vending Machine Project. Based in Winston-Salem, North Carolina, Established in 1997 and Created and Solely Owned and Operated by Artist Clark Whittington, www.artomat.org/about/. “My Dog Sighs (2018).” My Dog Sighs. [online] Mydogsighs.co.uk. Available at: http://mydog sighs.co.uk/about/ [Accessed 27 Nov. 2018]. “Free Art Friday Kansas City.” Katie Couric - You Can Watch #GenderRevolution Right Here,..., www.facebook.com/groups/FreeArtFridayKC/. Battles, Lisa. “Free Art Movement Helps People Learn More About Their Neighborhoods and Local Arts Scenes.” Livability, 1 Mar. 2018, livability.com/topics/things-to-do/free-artmovement-helps-people-learn-more-about-their-neighborhoods-and-local. “Event Calendar.” Paul Henry Ramirez: Sweet On | Kemper Museum of Contemporary Art, 6 Dec. 2018, www.kemperart.org/event-calendar. “The Era of Environmental Art.” Widewalls, www.widewalls.ch/environmental-art/. Becker, Ruth. Email Interview. 12.2.18 Loy, Shannon. Email Interview. 12.2.18
34 | website
process
website
process inspiration
clean, colorful & simple
36 | website
process
round one homepage critique
use colors more effectively, too difficult to read
overlapping thin type with block of color creates difficulty reading
not a successful use of color pallet
round two
overlapping line and type makes reading difficult
steps need to be consolidated, too wordy
contact page needs some description on why you want to contact, what happens after they contact
38 | website
solution
40 | print
process
digital sketches
F R E E
FREE ART FRI DAY
ART FRI DAY
figure out way to use white and colors effectively
FREE ART FRI DAY
typography and color exploration
single color exploration
JOIN US
LOVE ART?
anything you do without seeking a profit could become the kindest thing. join the movement at www.freeartfriday.com
free art friday free art friday
anything you do without seeking a profit could become the kindest thing.
join us poster, missing where to join at
so do we.
join the movement at www.freeartfriday.com
fun question campaign, logo placement needs work
color vibrates on page, try using less.
42 | print
solution
free art friday
free art friday
make it with us.
free art friday
44 | instagram
process
round one
blue would show letters better if image wasn’t as detailed under letters.
magenta shows words the best, but blocks out details of images
yellow has legibility issues.
round two
name of artist is difficult to read, maybe add some sort of bar to help legibility
46 | instagram
solution
48 |