National Gallery Of Australia Design & Branding NGA REBRANDING by Naked Communications


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Industry Museums & Libraries
Media Design & Branding
Market Australia
Agency Naked Communications
Creative Director Stephen Busuttil
Designer Nick Sommer, Kelly O'rourke
Released September 2010

Credits & Description

Category: Logo Design
Date of First Appearance: Sep 30 2010
Entry URL:
Planning Partner: Adam Ferrier (Naked Communications)
Creative Director: Stephen Busuttil (Neografik)
Designer: Kelly O'rourke (Naked Communications)
Executive Ideas Director: Paul Swann (Naked Communications)
Designer: Nick Sommer (Naked Communications)
Project Director & Researcher: Vanessa Briese (Naked Communications)
Media placement: Logo Redesign - All Media - 30 September 2010
Media placement: Books And Binds - NGA - The Gallery Shop - 30 September 2010
Media placement: Totem Bags - NGA - The Gallery Shop - 30 September 2010
Media placement: NGA TVC - Free To Air Networks - 01 December 2010 / 30sec
Media placement: Press And Print Ads - National Press - 30 November 2010
Media placement: Website - Online - 30 September 2010

Describe the brief from the client
The National Gallery of Australia (NGA) was founded in 1967. In 2011 the NGA opened a new wing, effectively doubling its size. The gallery wanted a new brand positioning, logo and visual identity to coincide with this opening. The identity was to reflect the NGA’s relatively modern focus (19th century onwards), it’s monumental stature in Australia, and the gallery’s fundamental reason for being – to engage all people with significant art on a grand scale. Finally, the identity had to reflect the gallery’s desire for art to be accessible and feel open to all.

Describe the challenges and key objectives
The logo had to differentiate itself from the ‘classic’ logos of the various state galleries, whilst communicating ‘art of significance’. The next challenge was for the logo to reflect both the old wing of the gallery (with a repetitive triangular theme), and the new wing with (more curves and) a softer style. Finally, the NGA had previously used a plain black square as its logo and they were keen to maintain a geometric theme.

The key objectives were to design an engaging and differentiated logo that reflected the gallery’s position of engaging people with significant art in Australia.

Describe how you arrived at the final design
We decided to use primary shapes in the logo, to both connect the gallery’s identity to its past (a black square) yet also reflect the coming together of the old (triangles) and new (curves) wings. The use of the three primary shapes is also elemental, stripping back art to its simplest form this reflects art that is both significant and accessible. Finally, the use of the square, circle and triangle is a literal, translation of the gallery’s three primary initials N, G and A. This fortunate piece of design serendipity makes the logo playful and accessible for all.

Give some indication of how successful the outcome was in the market
The new identity reflects an exciting time for the gallery. With double the gallery space the gallery has been entertaining larger crowds at more events, and has a rejuvenated sense of life. The new logo reflects the new enthusiasm people have for their new gallery. Sales of logo branded merchandise have increased significantly, as people are proud to wear the new logo on bags, clothes, and other personal items. The gallery is extremely pleased with the results.