Beaverbrook Art Gallery

A fictional brand revitalization of the Beaverbrook Art Gallery that emphasizes a diverse Canadian identity primarily through colours, shapes, and imagery.
Project Overview
The goal of this project was to select an organization and propose a rebrand for it. The chosen organization is the Beaverbrook Art Gallery, located in Fredericton, New Brunswick. This rebrand displays everything from new stationery, advertising, clothing and new brand guidelines for the gallery.

Disclaimer: This project is in no way affiliated with the Beaverbrook Art Gallery; it is a theoretical approach to a rebrand.
What this project includes:
User Research
Branding
Illustration
Visual Identity

Design Challenge

How can I create an impactful visual identity system that can showcase the diversity of the Beaverbrook Art Gallery collections and the diversity of New Brunswick in a visually appealing and flexible way?

The Beaverbrook Art Gallery is the provincial gallery of New Brunswick and is well known by the locals but has a weaker national and international presence than other galleries. The gallery is located in the diverse city of Fredericton, New Brunswick; this diversity is showcased through their broad collection of art. However, it is not emphasized through their visual identity.

The solution is to create a brand identity that is captivating and meaningful while representing The Beaverbrook Art Gallery in an effective way. The proposed rebrand uses the current brand goals and mission statement to create a uniquely Canadian identity that integrates photography in the visual identity and represents diversity through a shape system.

Research & Planning

My process began by looking into the Beaverbrook Art Gallery's current branding and values as an organization. This determines where the issues are and what I should aim to represent in the redesign. Their mission is to enrich their audience's lives through art. The Beaverbrook Art Gallery brings art and community together in a dynamic cultural environment dedicated to the highest standards in exhibitions, programming, education and stewardship. Unfortunately, this was not well represented in their brand identity.

Their current identity was very static and lacked the fluidity to be spread across all mediums, making it repetitive and dull compared to the showcased art. Moving forward, I knew my design needed to apply to any medium uniquely while staying consistent.

I also researched other successful galleries' current brand identity, such as the San Francisco Museum Of Modern Art. They developed a logo with the freedom and space it needed to adapt to the various works of art showcased in the museum. Their inspiration came from the water, the hills, and San Francisco's buildings, creating a fluid personal identity related directly to SFMoMA. This also made it unmistakable to the other MoMA locations. This encouraged me to look within the gallery and its surroundings for inspiration.

Rough thumbnail sketches of logo concepts for the visual identity.

Digital thumbnail renderings of logo concepts for the rebrand.

Visuals

The original logo used a medium blue tone with a slight gradient on a rectangular block. This block emphasizes the name of the gallery but lacks a deeper meaning. Whereas the revised logo still uses a deeper blue to allow for better contrast. It also uses two geometric shapes, representing an abstraction of a person making a connection with the art.

The new logo is designed with the mission statement in mind as the circle represents the human's eye or the human, and the square represents the art or an abstract idea. The overlap of the two shapes means the conceptual connection between the person and the art. The wordmark is presented in French and English but uses a heavier weight to emphasize the bilingual name. This format also allows the symbol and wordmark to be used together or separately as needed.

The inspiration behind the revised logo for Beaverbrook Art Gallery.

Fluid Elements

The original logo used a medium blue tone with a slight gradient on a rectangular block. This block emphasizes the name of the gallery but lacks a deeper meaning. Whereas the revised logo still uses a deeper blue to allow for better contrast. It also uses two geometric shapes, representing an abstraction of a person making a connection with the art.

The logo is designed with the mission statement in mind as the circle represents the human's eye or the human, and the square represents the art or an abstract idea. The overlap of the two shapes means the conceptual connection between the person and the art. The wordmark is presented in French and English but uses a heavier weight to emphasize the bilingual name. This format also allows the symbol and wordmark to be used together or separately as needed.

The shapes in the logo can be broken down into fluid components. Those components are then used to create icons that represent Beaverbrook Art Gallery's mission.

The fluid elements come together to form patterns that are then paired with the the brands colour palette to create eye-catching visuals.

Outcome

I am pleased with the outcome of the rebrand of Beaverbrook Art Gallery. This brand update stays true to Beaverbrook's core values of community, connection, education and diversity, creating a new fluid identity that complements the brand. It allows development and growth through any endeavour Beaverbrook will venture into.

View full brand guidelines here!

The updated stationary for the Beaverbrook Art Gallery remains professional but has a touch of playfulness.

Promotional banner mockup for the Beaverbrook Art Gallery.

The Beaverbrook Art Gallery website has been updated to meet the new identity. The website is simplified and organized to improve user experience, and essential elements are easy to access and direct the user to their desired location.

The pattern in the Beaverbrook Art Gallery visual identity can be applied to various things such as merchandise and remain unique and consistent.