The Wilton Gallery is an art gallery located in the south of Dublin, Ireland, the space is specialised in modern and contemporary art. The main aim of this rebranding was to create a symbol that would be easily recognisable by the audience when seen in different platforms, specially online, where the client would like to have more presence.
Succeeding an analysis of the current and previous artwork portrayed in the gallery, the needs of the client and plenty of research, I came to the idea of working with one of the main concepts of art, "the hidden meaning", to conceal and reveal.
Art causes people to react in different ways, some parts of it might be explicit, but most concepts of art you must understand and decode yourself, and this is what I would like to express with the logo. By modifying the original typography, and removing the finer steams I created a symbol, that the reader could still recognise as a W, but that would instigate curiosity by hiding part of it. Curiosity and the pleasure of knowing, would make the person look for more information, which will direct the person to their website, social media or even better, the actual gallery.
The create a very uniform project, the branding material was develop using the shade of grey already used on the walls of the gallery. The minimalist approach of the business card and letterhead was to communicate elegance and contemporaneity. Yet, to attract a younger audience to the client's social media platforms and show that the gallery is trying to invest into younger/new artists, vibrant colours like pink and blue, and a sans serif font were used on titles and details in contrast to the beige background, as a way to have an harmonious, but edgy look.
