Benalla Art Gallery | Visual Identity | Conceptual Project | Master of Communication Design | 2016
Benalla Art Gallery is one of the leading regional art galleries in Australia. The building itself is a striking geometric, Brutalist building set on the edge of Lake Benalla and surrounded by botanical gardens.
Many art galleries around the country are realising that elitist and conservative perceptions can alienate new audiences. While many galleries need to honour historical artistic traditions, they also need to look forward and engage with contemporary and modern art.
As regional galleries are sometimes the only cultural institution for miles, they often need to provide a broad range of services to the community – and do so with limited resources. In addition to exhibiting a wide range of art, they also must engage with a range of arts practitioners – from internationally recognised professionals through to local community groups. As Benalla Art Gallery must be many things to many people, its visual identity must also be appropriate in a variety of contexts.
This typographically focused visual identity system allows for flexibility, and pairs well with both contemporary and conservative imagery. The system is easily identified through extended lines, which connect words. This is both a visual metaphor for how art connects ideas, and aesthetically plays on the angles within the architecture. The result is a crisp, clean and dynamic visual identity that doesn’t upstage accompanying images or clash with artistic styles. There are many application opportunities, and depending on how the visual identity is used, it can be interpreted as modern, traditional, playful, or elegant.