QAGOMA BRAND IDENTITY

Silver Spike

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TitleQAGOMA BRAND IDENTITY
ClientQUEENSLAND ART GALLERY | GALLERY OF MODERN ART
Product / ServiceART GALLERY
CategoryA01. Corporate Identity Schemes
EntrantINTERBRAND AUSTRALIA Sydney, AUSTRALIA
Entrant Company:INTERBRAND AUSTRALIA Sydney, AUSTRALIA
Design/Advertising Agency:INTERBRAND AUSTRALIA Sydney, AUSTRALIA

Brief Explanation

During GOMA’s meteoric rise to fame, there has been a decline in the popularity of QAG. Our brief was to bring the galleries together giving QAG equal emphasis and readdressing this imbalance. Another requirement of the brief was to put QAGOMA on the world stage with peers like MoMA, Tate and The Centre Pompidou.

The Brief

The Queensland Art Gallery is a two-site institution comprising two galleries, the Queensland Art Gallery (QAG) and the Gallery of Modern Art (GOMA). QAG features predominantly historical art while GOMA features contemporary art of the 20th and 21st centuries. GOMA opened in 2006, and in just five short years has established itself as a major contemporary art gallery in Australia. Our brief was to bring both galleries together under one brand for the first time.

How the final design was conceived

We elevated each gallery above location or collection by treating them as siblings offering different perspectives on art. No matter which gallery you’re in, the other can provide a point of view. Sometimes they contradict, sometimes they complement, and sometimes they will complete each other’s sentences. The brand experience revolves around the visual and verbal interplay between the two personalities. Together they create a rich experience that encourages visitors to have a more rounded, balanced view of art.

Indication of how successful the outcome was in the market

The brand has been received enthusiastically internally. So far the brand has only had a soft launch, with the hard launch coming later in 2012, so watch this space!

Credits

Name Company Position
Mike Rigby Interbrand Creative Director
Chris Maclean Interbrand Creative Director
Jake Smallman Interbrand Creative Director
Andy Wright Interbrand General Manager
Ben Miles Interbrand Designer
Andrew Droog Interbrand Designer
Eric Ng Interbrand Designer
Sue Mould Interbrand Designer
Charl Laubscher Interbrand Designer
Annah Brocklebank Interbrand Designer
Diana Chirilas Interbrand Designer
Drew Coughlan Interbrand Designer
Marjo Loponen Interbrand Designer
Chris Lamont Interbrand Writer
Lex Courts Interbrand Writer
Mike Tosetto Interbrand Motion Designer