The MK Gallery in Milton Keynes was re-branded in 2011 by
Sara De Bondt, ‘comprising a mural of large-scale hand-painted graphics’. The
mural replicates the galleries identity in a successful way through its
vibrancy and creative approach.
De Bondt did this through her more conceptually driven approach
to the rebrand. By taking the assets that construct a logo (colour palette and
typeface) she though to abandon these conventions and experiment with creating
an identity through no fixed logo. By doing so, she enables this constant
throughout the brand of the gallery, which acknowledges and upholds the variety
and stimulating art it withholds. Nonetheless, the primary, block and bright colours she chooses for the buildings exterior (shown above) are relatable, posivite and inviting for the public.
Therefore, by looking into the context of the gallery and
what it stands to represent, she found something unique to Milton Keynes, its
grid system, and once more drew parallels between the identity of the area and
art within the gallery space. The mixed use of colours and fonts conveys
diversity and contemporary change when noting traditional modernist values of
strict order, versus post-modernist qualities of rule questioning.
Whilst the colour and font is interchangeable, the grid
system remains constant throughout the painting on the physical building and
the online website, visually communicating the brand through a successful interpretation
of the identity of its location. Its hand-painted qualities simply add the intricacy
and physical talent a gallery space connotes.
In conclusion, when applying this to my own research into branding, it is important to consider conceptual approaches in addition to informative research. The MK Gallery's rebrand is a successful example and representation of how a brand can be developed through relevant relations between logo type and product purpose. Understanding the company can, in turn, lead the design process in more abstract and intellectual ways, making the company unique, which can prove beneficial for its success.
In conclusion, when applying this to my own research into branding, it is important to consider conceptual approaches in addition to informative research. The MK Gallery's rebrand is a successful example and representation of how a brand can be developed through relevant relations between logo type and product purpose. Understanding the company can, in turn, lead the design process in more abstract and intellectual ways, making the company unique, which can prove beneficial for its success.
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