Portrait Gallery gives identity fresh look

BRAND REPUBLIC - 15 January 2004

The look aims to communicate more clearly the NPG's offering and make it relevant to people who have never visited and perceive it as old fashioned. The gallery, which recently completed a ten-year refurbishment programme, features exhibitions from artists such as celebrity photographer Mario Testino.

The identity overhaul aims to reflect the contemporary nature of the gallery. Brand consultancy, Rufus Leonard, which carried out the work, focused on four key themes to engage visitors: celebrity, biography, history and art.

The new look will appear across communications including gallery signage, events brochures, stationery, business cards and posters advertising exhibitions. The NPG is to support the overhaul with an advertising campaign in the coming year.

Rufus Leonard was picked to work on the project following an eight-way pitch held last May. The gallery, founded in 1856 to collect the likenesses of British men and women, offers the most comprehensive collection of its kind in the world.