Queensland Art Gallery Design & Branding QAGOMA BRAND IDENTITY by Interbrand Group

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Industry Museums & Libraries
Media Design & Branding
Market Australia
Agency Interbrand Group
Creative Director Mike Rigby, Chris Maclean, Jake Smallman
Designer Eric Ng, Ben Miles, Diana Chirilas, Annah Brocklebank, Drew Coughlan, Andrew Droog, Sue Mould, Charl Laubscher, Marjo Loponen
Released February 2012

Credits & Description

Category: Charities & Not For Profit
Creative Director: Mike Rigby (Interbrand)
Creative Director: Chris Maclean (Interbrand)
Creative Director: Jake Smallman (Interbrand)
General Manager: Andy Wright (Interbrand)
Designer: 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)
Writer: Chris Lamont (Interbrand)
Writer: Lex Courts (Interbrand)
Motion Designer: Mike Tosetto (Interbrand)
Media placement: none - none - none

Describe the brief from the client
The Queensland Art Gallery is a 2-site institution comprising 2 galleries, the Queensland Art Gallery (QAG) and the Gallery of Modern Art (GOMA). QAG features predominantly historical art while GOMA features contemporary art from the 20th and 21st centuries. GOMA opened in 2006, and in just 5 short years has established itself as a major contemporary art gallery in Australia. Our brief was to bring both galleries together under 1 brand for the first time.

Describe the challenges and key objectives
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.

Describe how you arrived at the final design
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 2 personalities. Together they create a rich experience that encourages visitors to have a more rounded, balanced view of art.

Give some 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.