National Portrait Gallery to review visual identity with help from Rufus Leonard

05 June 2003

The National Portrait Gallery, the most comprehensive collection of portraiture in the world, has today announced the appointment of leading brand development consultancy, Rufus Leonard, to review its brand and visual identity. 

In an eight-way pitch, Rufus Leonard beat off strong competition from a number of London based agencies.  The review is due to take place between May and September 2003, with implementation to be considered after the review is complete. 

The National Portrait Gallery was founded in 1856 and has built an outstanding collection and a diverse programme of exhibition and educational work over the past 150 years.  In recent years it has increased attendances and updated its image through the refurbishment of its building and displays.  Continuing this development the National Portrait Gallery is now looking at its entire proposition and visual identity in order to increase visitor numbers and broaden the demographic profile of its visitors.

Having worked on an impressive range of high profile rebranding projects for blue chip clients, Rufus Leonard is ideally placed to work on this brand review with the National Portrait Gallery’s team.  Additionally, they will be seeking the involvement of the Gallery’s internal and external stakeholders and have planned a schedule of visits, including to National Portrait Gallery regional partners. 

Andrew Pinkess, Director of Strategy at Rufus Leonard, is very excited about developing the company’s art sector credentials that already include the V&A, the Royal Opera House, the Barbican and the Royal Philharmonic Orchestra:
“Embarking on such a prestigious project with the National Portrait Gallery is a fantastic result for the team at Rufus Leonard.   We are all very enthusiastic at the prospect of responding to such an interesting brief, especially in view of the tough competition that we beat off to win the account.”

John Haywood, Marketing Manager at the National Portrait Gallery, is in no doubt as to Rufus Leonard’s capabilities:
“The team at Rufus Leonard has a wealth of experience working on rebranding projects for a diverse portfolio of clients.  What really struck us was their commitment to working hand-in-hand with the internal team here.  This is really important to us as we have to respect the traditions of the Gallery and ensure that all stakeholders buy-in to the recommendations ”