Interbrand creates new brand identity for Queensland Art Gallery and Gallery of Modern Art
Interbrand was charged by the Queensland Art Gallery to create its new brand identity.
The challenge was to reposition its two sites, the Queensland Art Gallery (QAG) and Gallery of Modern Art (GOMA) into a single brand.
The Queensland Art Gallery has been located at South Bank for 30 years and its second site, the Gallery of Modern Art, opened in December 2006.
In five short years, GOMA has made a mark for itself. It has quickly become a cultural pin on the Queensland map through collaborations with some of the world’s great galleries to present exclusive exhibitions including ‘Matisse: Drawing Life’, ‘Valentino, Retrospective: Past/Present/Future’ and ‘Surrealism: The Poetry of Dreams’. The success of GOMA has seen great fame alongside the already established Queensland Art Gallery.
The brand program was designed to bring the two galleries together. Identifying a unique situation, Interbrand treated QAG and GOMA as two siblings with distinct personalities, rather than two separate brands, or buildings.
Language played a major part in the concept and the execution. No matter which gallery the visitor is in, the other can provide a point of view. The design of the logo and the visual identity system display the subtle differences in the characters of the two galleries and how the two can at times contradict, complement and complete each other.
Says Andy Wright, Interbrand general manager Melbourne: “We realised a fascinating conversation could take place between the two, giving visitors a more rounded experience. Ultimately, it’s something that only QAGOMA can do as one institution with two different perspectives.”
Mike Rigby, creative director Interbrand Australia adds: “Inspired by the idea of Yin and Yang, we created a strikingly simple visual and verbal system that pulls the two brands together whilst simultaneously celebrating their differences. By thinking of QAG and GOMA not just as different galleries, but as different personalities, we can create a fascinating brand experience that revolves around the interplay between the two.”
The identity system is designed to accentuate the different perspectives each could provide by folding around corners, up steps or by splitting in half across surfaces.
Jake Smallman, creative director, Interbrand Melbourne explains: “The graphic device also solved the problem of having to trade-off either gallery receiving all of the attention. Even when GOMA promotes an event, QAG can be seen as connected and endorsing it. We developed clear rules to denote how each can take credit for exhibitions and frame the art they are presenting.”
Queensland Art Gallery/Gallery of Modern Art Director Tony Ellwood said: “Interbrand has delivered a brand identity that makes the most of our two-site institution to engage and challenge how we, and our audience, thinks about art and the personality of our two venues. Having a strong and vibrant brand strategy is vital to ensuring our ongoing success and readiness for future challenges.”
The new brand will be rolled out gradually over the next six months with QAGOMA restaurants and cafés the first to take on the new identity.
View the brand examples QAGOMA_brand examples.pdf
View the case study QAGOMA case study.pdf
8 Comments
OMG.
Ying and Yang? More like ‘the fuck is this? the fuck is that?’
Possibly one of the ugliest logos I’ve ever seen. What a shame that it doesn’t represent the beauty and depth of GOMA, which is one of Australia’s most elegant, forward-thinking state galleries.
nice photoshop mocks
That acronym makes me go WTF?
Let’s not shoot the messenger – clearly this is a shitty brief. Generally clients wait until after you’ve come back with concepts before making you force two of them together in unholy matrimony. Considering that the actual brief was to defy the most cardinal rules of advertising, including but not limited to simplicity, relevance, single-mindedness, I reckon they’ve done okay.
And in other news Goldmark and Tiffany’s have merged… as has Maccas and Rockpool 🙂
Like an eggfart & shower steam
like a roach & ice cream
What have you got?
You’ve gotta per… fect… match !!!