Graphic designer  Jón Cleon is a 2013 graduate of the Iceland Academy of the Arts.

As his final project, he created a new paint brand itten.

itten sells paint which is environmentally friendly and does not contain harmful chemicals that are dangerous to humans or the environment. The brand aims at minimising the environmental impact of their operations and so their packaging is made using entirely recyclable aluminium cans. itten collects the empty cans from its customers in order to keep the cycle going.

The inspiration for my final project was, strangely enough, the experience of purchasing the correct paint from a hardware store. I carried out the supposedly simple task of buying paint in a particular colour only to discover that I had been given the wrong shade.

I returned to the store and consulted with a member of staff who assured me that this was indeed the correct colour. This was to be yet another wasted journey as once I allowed the paint to dry it became clear that the gloss level in the paint was not correct and so I was forced to return to the store once again…


My project became clear; easily accessible, comprehensive and clear labeling for paint products. We all want to create a beautiful, cosy environment us, especially at home. Colours play a major role in making this a reality as we are surrounded by them on a daily basis.

They are on the walls, on objects and surfaces all around us. Colours havea tremendous effect on us and can in fact affect the mood of those around us. My task was to create a new age and ‘green’ paint company under the brand name itten, in honour of Johannes Itten and his colour theories.



The project was exhibited at Reykjavik Art Museum in the LHÍ Final Exhibition 2013.




Images Courtesy of the designer




This is our second edition of our yearly round-up of final projects by brand new designers graduating from the Iceland Academy of the Arts.