The Queensland Art Gallery has merged the brands of its two sites – the Queensland Art Gallery itself and the Gallery of Modern Art – into one.
While the Queensland Art Gallery has been at Brisbane’s South Bank for 30 years, the Gallery of Modern Art opened next door in December 2006.
Interbrand’s Sydney and Melbourne were behind the rebrand, which sees the acronyms of the QAG and GOMA galleries combined to form QAGOMA.
The new visual identity replaces the old logo that has existed since 2006:
Mike Rigby, creative director at Interbrand said in a press release: “Inspired by the idea of Yin and Yang, we created a strikingly simple visual and verbal system that pulls the two brands together while simultaneously celebrating their differences. By thinking of QAG and GOMA not just as different galleries, but as different personalities, we can create a fascinating brand experience that revolves around the interplay between the two.”
Jake Smallman, Interbrand Melbourne’s CD added: “The graphic device also solved the problem of having to trade-off either gallery receiving all of the attention. Even when GOMA promotes an event, QAG can be seen as connected and endorsing it. We developed clear rules to denote how each can take credit for exhibitions and frame the art they are presenting.”
The new identity will be rolled out over the next six months with QAGOMA restaurants and cafes the first to be rebranded.