A brand identity for a nation’s contemporary art collection
As part of an ambitious Welsh Government funded digital initiative, Amgueddfa Cymru set out to develop a Virtual Art Collection named Celf ar y Cyd. With the task of bringing contemporary art to life, the initiative provides opportunities for discovery and engagement with the many thousands of artworks in the museum’s collection. The collection is both a learning resource for schools, colleges and communities as well as a tool for artists, projects and inspiration for creatives.
Challenge
The challenge was to create a new identity for Celf ar y Cyd that would support the initiative, helping to introduce contemporary art to an audience across Wales, and beyond. The identity and supporting visual toolkit needed to be flexible and accessible.
Solution
A bespoke, contemporary, typographic identity was created after a vigorous concept stage where a variety of styles and ideas were tested. Rooted in art history, the stencil wordmark was victorious with its modern and playful qualities whilst remaining legible and distinct.
Brand application
Centred around the strapline 'Connect with Art', the branding came together through bold colours, iconography, typography and messaging. To bring the brand to life, we created a suite of collateral which spanned across print and digital adverts, business cards, social media templates, animations and an extensive brand guidelines toolkit to ensure brand consistency across all touchpoints.
