ARTIST ROOMS on Tour
22 March to 22 June 2014
Background
Gilbert & George are among the most celebrated artists to have emerged from the art scene in the late 1960s.
Brief
Create a gallery space incorporating seven large works and collateral to support a lively events programme.
Requirements
Light-touch interpretation in the gallery. Fun and engaging graphics that would appeal to a young demographic.
Approach
Selecting one artwork as the hero image and using consistently, with a simple, strong colour palette.
Challenges
Graphics shouldn’t compete with the works, which are large, bold and graphically striking. Warning visitors about content without being patronising.
Solution
Strong, monochrome logotype, inspired by how the artist’s work has a stained glass-like quality. Canary yellow used as the main brand colour, taken from the hero image, Light Headed, 1991.
Outcome
Deliverables: Marketing materials and exhibition graphics, Uniforms for Gallery Guides uniforms, badges for visitors to take away, advocacy document for volunteer project.
Credits
Gallery photography: Marcus Leith / Tate
Volunteer photography: Jim Wileman
Typeface: Multicolore by Ivan Filipov
