uncovering a national treasure
The UK holds in its galleries and civic buildings arguably the greatest publicly owned collection of oil paintings in the world, a treasure trove of nearly 200,000 individual works, including pieces by some of the world’s leading artists. Whilst the public owns these artworks, we cannot access the vast majority of them. We were asked to create a long term brand positioning and identity that opens up this national collection of art to the public; which is modern, accessible and engaging yet works with the rich heritage of the collection.
The identity needed to work across multiple platforms and sit comfortably alongside a broad range of partner brands, being flexible enough to promote these individual collections as well as the combined archive. We designed a dynamic logo that can reproduced in almost any colour to suit its application and environment.
