New look National Gallery of Australia gets Naked to shape up its brand and visual identity
In preparation for the opening of the “new look” National Gallery of Australia later this year, the Gallery has worked with Naked Communications to refresh its brand and visual identity revealing a bold new logo.
In the last five years the National Gallery of Australia has gonethrough a period of revitalization under the leadership of Director RonRadford AM.
The Gallery is now preparing for one of the mostimportant milestones in its history – the opening of 11 new indigenousart galleries, the stunning James Turrell Skyspace sculpture, a newfront entrance, a new shop and function hall.
Working closelywith Naked Communications, National Gallery of Australia undertookextensive research with the view to develop a fresh central brand ideaand visual identity that more closely reflects the revitalisedorganisation they are today.
Says Shanthini Naidoo, AssistantDirector – Development & Marketing for the Gallery: “We felt thatthe opening of our Stage 1 redevelopment presented a unique opportunityto strengthen our brand through a new logo and brand identity. We havejust begun rolling out the new identity and are receiving anenthusiastic response to the much more vibrant look and feel that Nakedhas created for us. We really enjoyed working in partnership with Nakedon the brand project and are pleased with the result.”
Says AdamFerrier, founding partner, Naked Communications: “It’s been brilliantworking with the National Gallery of Australia, and we’re very proud ofthe work. It’s been an honour to work with such an iconic culturalinstitution. The National Gallery of Australia is our only realnational gallery and we strongly suggest people go to Canberra for avisit.”
Naked
Project Director & Researcher: Vanessa Briese
Strategic Planning: Adam Ferrier
Ideas Director: Paul Swann
Designer: Stephen Busuttil
Designer: Nick Sommer
Designer: Kelly O’Rourke
Client
Gallery Director: Ron Radford
Assistant Director Development & Marketing: Shanthini Naidoo
Head of Marketing & Communications: Kirsten Downie
Head of Publishing: Julie Donaldson
Marketing Manager: Sandra Sweeney
Marketing Co-ordinator: Eleanor Kirkham
26 Comments
The first logo designed on Excel.
A square, a circle, a triangle, in a logo – how very first semester design school.
And the typography?! What the hell did those A’s every do to you?
Oh, and then there is one of the most famous identities of the 80s http://www.underconsideration.com/brandnew/archives/moca_reverts_to_the_1980s.php
I’ll stop now.
adam, don’t expect any invitations from the National Gallery of Victoria with those sorts of comments…..hope you like canberra more than fed square or st kilda rd!
I’m confused, I thought if you got involved with ‘execution’, then you couldn’t do ‘strategy’???
Isn’t that what Naked has said for the last 5 years at every industry conference and ad news article they’ve been involved with?
Does this now mean you CAN actually do both in the one agency?
(although by the look of that logo, I’m not too sure you want your channel planner to also be your graphic designer)
I like it. Good job.
Can’t you see? It’s three triangles and a clock. I love those puzzles in Take 5 magazine. Do I win $50 now?
4:02 they’ve changed their business model and have hired creatives.
I actually like the simplicity. Nice one.
5.11 it’s NGA in square, circle, triangle.
Too many A holes.
I thnik I prefer the Gold Coast logo. No, wait a minute, I don’t.
I forgot, minimal in Melbourne = clever, understated and cool. Silly God.
Reads NOA to me
Works for me.
3 designers… must have taken a shape each.
Looks like National Gallery of Australia’s branding is ruined.
There are actually 4 triangles, 5.11. No dosh for you.
It’s a Pac-Man taking on a block of Toblerone.
Playful. Lots in it. Interesting.
The logo here works well. It is always hard doing creative work for creative institutions (everyone’s an expert). This is a really nice piece of work.
Square + Circle + Triangle
Isn’t that a ‘leave yourself open to get slammed’ attack combo?
Man Overboard + Pacman + Mangled Triangle = ???
Shows that you don’t always get better work when you go outside Canberra. How about giving the local guys at least a look in!
I don’t know what 5.11 stands for. Is it just me?? Can anybody help me out?
simplistic, unrefined, naive… looks like they ran out of inspiration from the start… why didn’t the ‘national’ gallery run a ‘national’ competition to generate ideas?
great work NGA
Very un-original with shockingly bad typography.
You should all be ashamed of yourselves for signing off on this!
Looks like you will be spending money on new branding very soon.
A waste of tax payers money.
Next time hire a decent branding agency.