Kelvingrove – Rebrand
This proposal presents a contemporary branding and wayfinding system for the Kelvingrove Art Gallery and Museum, grounded in a bold, high-contrast design language that harmoniously integrates with the building’s historic architectural identity. The concept is informed by a deep appreciation for the museum’s distinctive character, particularly the iconic checkered tile flooring that adorns the main hall. This visual motif serves as the foundation for a structured grid system that reflects and reinforces the geometric rhythm of the building’s architecture. Central to the design approach is the strategic use of negative space, inspired by the dynamic interplay of light and shadow that occurs between the museum’s grand pillars and sweeping arches. This spatial dialogue not only enhances visual clarity but also evokes a sense of depth and movement, echoing the timeless elegance of the interior.
The resulting visual identity strikes a balance between contemporary innovation and respectful homage to the museum’s iconic architecture. It introduces a fresh, forward-thinking aesthetic that acknowledges the historical and cultural significance of Kelvingrove, a landmark that stands as a cornerstone of Glasgow’s West End and a cherished symbol within the local community. To bring this branding concept to life, I developed a fictional exhibition titled Braw, designed to spotlight both emerging and underground Scottish artists. This initiative provided a creative platform to experiment with visual elements, allowing me to explore the relationship between imagery and bold block colour. Through this process, I was able to refine the visual language and establish a confident level of contrast that aligns with the overall identity system.
