The Milton Keynes Gallery rebrand changes the rules of design as we know it, it takes the elements associated with a brand away and uses grids and spacing as form of identity instead. The changing typefaces serve as the idea of constantly changing designs and art forms displayed within a gallery. It creates versatility, the type, colour, grids and media related to these, can be adapted to suit whichever form or media the identity is advertised. This distinctive approach is a whole design in itself, it puts attention onto the shapes of the grid, the shapes become the identity, as the type carries no specific personality, it becomes transparent. The formation of the grids become well known and become decipherable as a brand. This simplistic approach communicates to the average person, whilst hiding a deeper conceptual meaning trying to transform the meaning of identity, it is an experimentation of how much you can take away without losing the makeup of the Gallery's personality. It represents the purpose of an art gallery, to exhibit constantly changing and challenging art which continually bends and breaks the rules. The abstractness of Sara Bodnt's design initiates inquisitiveness which then ultimately draws people in.
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