Gočárova galerie
Client: Gočárova galerie
Contractor: Gočárova galerie
Cooperation: Martin Svoboda
Year: 2022
Status: Tender - concept
Type: Visual Identity, Branding
The Automatic Mills building is such a distinctive structure that we automatically looked to it for inspiration for the visual identity. While researching the origins of the font on the Automatic Mills sign, we came across a reference to Gočár's visit to the Netherlands. This brings to the surface the line of artistic inspiration that these trips provided Gočár. It is sympathetic that he obviously drew the typeface himself, which shows his interest in the complex appearance of the whole building and his enthusiasm for the cause. The Amsterdam School and the new artistic movements of the time can be considered as one of his models. All this was of course reflected in his architectural work, for example by the use of bricks.
Our version of the font is loosely related to all these streams. The result is GOGA, enclosed in a rectangle that resembles a brick.
The brickwork is another distinctive element. In visual style, it defines the compositional network of graphic outcomes. As in the case of the exposed facade on the building, the network is "acknowledged".
There is no need for complex analyses of the colour scheme. Just add the keywords: brick, soothing pigeon grey and black.
For Gočár's gallery, we created its own font inspired by Gočár's original "Winternitz Mills" sign. We took some of the letters, added others, and creatively finished them until we created the complete GOGA font. The GOGA font functions in the logo as a basic formative graphic element, but its use in other applications is limited to "decoration" in the form of individual letters.
As part of the design, we also considered the educational purpose of the gallery. Our intention is to highlight the educational programmes of the Gočár Gallery. Therefore, we have created logotypes related to the GOGA font. The program is divided into 3 basic categories. GOGA EDU as lecture series and workshops for adults, GOGA TEEN represents courses oriented to youth and older children and GOGA DADA represents edutational programs for the little ones. We use a complementary brick colour for clear separation. The line grid in it also resembles the outline of a workbook.
Communication concept
The East Bohemian Gallery is about to get a facelift. And a big one! By moving to the Gočár Mills, the gallery will open not only new spaces, but also itself to its visitors. It wants to become a modern creative space where people like to go for culture, education, but also just for fun. That is why we feel the need to break the gallery out of ossified artistic phrases and impersonal formulas. We want it to speak the language of its visitors, to be close to them, to educate them, but not to lecture them. We believe that the right choice of language will erase the distance between the visitor and the institution.
