The Queensland Art Gallery is a two-site institution comprising two galleries, the Queensland Art Gallery (QAG) and the Gallery of Modern Art (GOMA). QAG features predominantly historical art while GOMA features contemporary art of the 20th and 21st centuries.
The challenge was to reposition the two sites as a single QAGOMA brand for the first time. Inspired by the idea of Yin and Yang, we created a strikingly simple visual and verbal system that pulls the two brands together whilst simultaneously celebrating their differences.
Identifying a unique situation, we treated QAG and GOMA as two siblings with distinct personalities, rather than two separate galleries or buildings. By thinking of QAG and GOMA in this way, we can create a fascinating brand experience that revolves around the conversation and interplay between the two, giving visitors a more rounded and unique experience.
Created at Interbrand
Team included Mike Rigby, Chris Maclean, Eric Ng, Diana Chirillas, Andy Wright, Jef Van Acoleyen, Charl Laubscher, Drew Coughlan, Sue Mould and Mike Tosetto.