QAG and GOMA are two separate art galleries, with two different personalities, managed by the same body. The challenge was to reposition its two sites, the Queensland Art Gallery (QAG) and Gallery of Modern Art (GOMA) into a single QAGOMA brand, whilst simultaneously celebrating their differences. They are the Yin and Yang of one another – together telling two halves of the same story, the story of art.
QAG and GOMA are treated as two siblings with distinct personalities and perspectives on art, rather than two separate brands, or buildings. No matter which gallery the visitor is in, the other gallery can provide a point of view. QAG represents a classic view of art, GOMA, contemporary. This is explained as you enter each space.
The galleries either question, compliment or contradict one another. Like siblings, sometimes they argue, sometimes they agree, other times they finish each others sentences. The differences in tone are also represented typographically, with QAG statements always set in light, GOMA in bold.
The identity system is designed to accentuate the different perspectives each could provide. It has the potential to surprise by folding around corners, up steps or by splitting in half across surfaces.
Created with Mike Rigby, Chris Maclean, Diana Chirillas, Anna Brocklebank and the team at Interbrand Australia.
REBRAND Awards 2012 - Best in Show
Spikes Asia 2012 - Silver Spike
AGDA Biennale 2012 - Distinction, Logo
AGDA Biennale 2012 - Distinction, Range
IDCA 2012 - Best Branding Campaign
Type Directors Club of America (TDC58) - Winner