GG: Current Branding and Logotype

The san-serif and wide kerning logotype is clear and successfully neutral for the public, however lacks consistency and doesn't hold much authority. With the attempted style they seem to have been going for, 'of highbrow gallery space', the typeface needs to be a lot slimmer to pull of the sleek aesthetic. Instead, the design should move in a more colloquial way. Currently, the words sort of merge together and get lost in each other, looking like one long jumbled word. It is straightforward, however maybe due to the kerning not simple enough. To be popular culture it should be trivial and somewhat cheapened - this doesn't have to mean the logotype looks tacky, but rather maybe an elementary design that is completely neutral, which is then overlaid on various backgrounds that capture different trends. As popular culture is ultimately based on short-lived trends, by doing this the logotype can be sustainable and malleable to the ever changing fashions existing within mass culture, keeping the branding current. 




The serif type used here makes the institution seem a lot more formal, which may put off a wider audience for visiting (people outside of the art circle). The san-serif font ties in with contemporary attitudes and is more befitting of a mass cultural attraction. 



The recent exhibition exhibited in Feb 2017, used the serif logotype, which could be redesigned to be a lot more consistent and appealing to a contemporary and trendy marketplace.

The rebrand needs to have consistency, as it seems when you look online lots of various logotypes appear. As the galleries are global, is should be recognisable on a international scale, making the gallery almost into a brand such as a big clothing or food store. 



























Advertisement poster for POP ART exhibition:
- Use of Helvetica is neutral and relevant 
- Clean and to the point - modern 
- Descriptive words all relating to popular culture (maybe contradicts the direction of the rebrand as do people who indulge in popular culture know and like that it has these characteristics or that they are apart of it?)
- Celebrity culture