The Problem

Most identities are created to stand out while being unique and telling a story. When the main goal of an institution is to showcase and celebrate art, how can the identity itself be unique? Most government institutions, such as art galleries, are sub-branches off the corporate tree.

This project attempts to create an authentic, unique identity while putting the art and artists first.

The Challenge

For brand identities, it’s important to create something unique. Something that can encapsulate the story, tone or mood and translate that into an identity that stands out.

Making a brand distinguishable is a challenge in itself. Making a brand, thats sole purpose is showcasing art, distinguishable is even more challenging. The identity should capture not only the history of the gallery but the city it represents, while not overshadowing the art and artists.

The Solution

The proud working class culture of Newcastle has a rich history in industry led to the brutalist architecture of the gallery. Pairing this with its huge collection of over 7000 works, the identity begins with a logo that represents uniqueness and creativity.

The minimal colour palette and typography combined with a little bit of brutalist and experimental design allows the art to speak for itself while giving the brand a personality.

The branding can be spread across media channels and platforms.