As a class we went on a research trip around several galleries including The Hepworth, The Tetley, The WhiteCloth Gallery and The Henry Moore. The aim of the trip was to gain a greater understanding of exhibition branding and collateral, as well as understanding how these are applied to an exhibition space.
Unfortunately I was unable to take photographs. I personally did not feel very inspired by the exhibition branding, I felt that in every gallery the branding was very similar and rather boring. The branding usually adopted a minimalist style using single colours and typefaces. The labels with work were usually monochrome with the artists name, title of work and material/technique used. I feel that the minimalist style appears classy and professional in a gallery space and allows the work to breathe. However, I felt that this kind of branding should be more playful and interesting, it should be an extension of the work on display and get the visitors excited about it.
In relation to the branding my group is currently developing, I do not feel there was anything outstanding from the day that informed our branding. I did however analyse one of the booklets on offer at The Hepworth. This was a booklet on conferences that can be held at The Hepworth. I noticed that all the booklets are designed in the same style, using a thick stock folded into thirds, folded over each other. The design is simple but effective. The front cover appropriately features an evening photograph of the building itself, advertising the the reader where their conference could potentially be held. This cooler palette is brightened up once the booklet is opened with a bright red page and a warmer photograph. There is a lot of empty space on the page which allows the complimentary quotes on this page space to stand out and take the focus. The main content of the booklet is very neatly organised, each page using a 3 column structure. A very simple and minimal type is used meaning the body copy is easy on the eye. The top half of the spread features a neat arrangement of images with some spanning two columns. This continues the professional and sleek look.
As a group I feel that we want to achieve a professional looking branding but also achieve a playful look which will represent the exploratory stage we are all still at.
The booklet -
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