National Portrait Gallery

Print portraits

The brief
Having reviewed and refreshed the National Portrait Gallery’s brand and visual identity in 2004, Rufus Leonard was in a strong position to oversee the design and production of all of the Gallery’s printed communications. These printed materials range from annual reviews to poster advertisements and from menus for the Gallery restaurant to gift shop carrier bags.

Our approach
The Gallery’s physical environment inspired the development of the new brand colour palette and typeface, which replaced the previous, largely black and white identity with a 'contemporary classic' feel. The refreshed logo appears on all communications and marketing materials, including brand identity guidelines, stationery and literature templates, the quarterly events brochure and annual reviews as well as advertising campaign posters.

The value
Gallery trustees and staff have praised the consistency and freshness of the new identity and the advertising campaign posters have helped to reposition the Gallery in the public eye. The 12 months during and after the campaign saw visitor numbers continue to rise as the Gallery expanded its appeal to new audiences, whilst holding on to the loyalty and affection of its more traditional supporters.