Interview about The National Gallery Visual Identity, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
The redesign of The National Gallery of London brand aims to transcend the typography-only logo and enhance the institution's visibility and global recognition as a national art gallery. The new logo features a double L frame formed by seven lines, symbolizing the museum's extensive collection of paintings spanning the 13th to 19th centuries. With a mission to preserve and enrich this distinctive collection, the museum offers a unique perspective on art history.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThrough my research into The National Gallery’s history, I was inspired by its unique dedication to painting, which set it apart from other museums. This focus on paintings guided me toward the concept of framing, as each artwork in the gallery is beautifully complemented by a frame that reflects its historical era and elevates its beauty. I felt that this framing could serve as a meaningful symbol of the museum’s emphasis on painting.After exploring various ideas, I developed a double "L" frame design with seven layers, featuring seven layers to represent the gallery’s layered history. This approach creates an optical effect: when placed over any painting, the icon draws the viewer’s eye to the center, symbolizing seven centuries of art that invite audiences into an extraordinary world. It’s designed to immerse viewers, drawing their focus to each piece and highlighting its historical significance in an inviting, memorable way.
The National Gallery has undergone several name changes throughout its history, including "The National Gallery London," "National Gallery London," and "The National Gallery," each representing the same institution. However, with the current name as simply “The National Gallery,” online searches for “national gallery” often bring up other countries' galleries instead, which can confuse visitors looking specifically for London’s gallery.Our research revealed that most national galleries around the world incorporate their location (either country or city) in their names to enhance recognition. London's National Gallery, however, lacked this geographic distinction, missing an opportunity to communicate its significance and location clearly.Additionally, we found that while “The” has historical context in the UK, it doesn’t resonate as strongly with international visitors, especially younger audiences and tourists, who might not immediately associate "The National Gallery" with London. By reintroducing “London” into the name and taking away “The” the identity becomes instantly recognizable, allowing viewers to understand the gallery’s location at a glance and enhancing its global recognition.
During my research on national gallery logos, I identified three main design trends: architectural elements, typography-based logos, and initials. Most national galleries use these approaches to reflect their identity. I explored incorporating The National Gallery's neoclassical architecture into the logo, but its style is quite similar to other neoclassical buildings, making it challenging to capture the gallery's unique essence through this approach.I also experimented with a typography-based design, similar to the current logo, but found that this direction closely resembled the British Museum’s logo. Using serif type to convey historical significance didn’t fully capture The National Gallery’s distinctive qualities.Ultimately, I decided to focus on an element unique to The National Gallery—the richness of its painting collection. Given its historical significance and ties to British heritage, emphasizing the gallery’s iconic artworks seemed the best way to communicate its essence. This approach connects viewers directly to the collection itself, offering a more meaningful representation of The National Gallery and highlighting its role as a cultural treasure.
The seven lines within The National Gallery’s visual identity are a symbolic framing device, crafted to honor the institution’s mission of preserving and enriching its collection. The idea stems from the often-overlooked role of frames in showcasing art—each frame is thoughtfully chosen to complement and elevate the historical and aesthetic value of the painting it surrounds. In this design, the seven lines reflect the significance of framing as more than a physical boundary; they represent the care, expertise, and intention that go into presenting each piece.The National Gallery is deeply committed to the preservation and thoughtful presentation of its collection. By incorporating this framing motif, the identity invites viewers to appreciate not just the art itself but the entire context that brings it to life. In essence, these seven lines act as a reminder that every detail—down to the frame—is part of the gallery’s mission to provide a unique perspective on art history, encouraging a more immersive and respectful experience for each viewer. This design choice aligns with the gallery’s dedication to highlighting the unique heritage of its collection and fostering a deeper connection with the audience.If you have the chance to visit The National Gallery, take a moment to appreciate the frames around each painting!
The biggest challenge in developing The National Gallery’s visual identity was finding the right balance between classic aesthetics and modern appeal. While the design needed to honor the gallery's historical and prestigious nature, it also couldn’t feel overly traditional or outdated. At the same time, going too modern risked losing the gallery's timeless character. This balance led to a dual-approach in my design: one direction emphasizes a classic logo with traditional visual elements to convey the gallery’s importance and history, while the other direction takes a more modern approach. This modern style still reflects the themes of painting and framing but in simplified shapes, which allows for adaptability across social media and digital channels without compromising the gallery’s legacy.
In designing The National Gallery’s visual identity, achieving versatility at various scales required careful adjustments to ensure clarity and impact, even at a reduced size of 0.75 inches. The icon’s seven-line structure needed meticulous refinements to maintain its integrity without losing its distinct weight and form. This involved adjusting line thicknesses and angles at smaller sizes to keep the design cohesive with the original, larger version. I tested hundreds of variations to find the ideal balance, and printing each version was essential to evaluate how the design would actually appear in physical form. Viewing the icon on paper provided critical insights into how viewers would perceive it across different applications, which helped ensure the identity remained powerful at any scale.
I envision this rebranding elevating The National Gallery’s global visibility by creating a fresh, memorable identity that resonates with both traditional art lovers and a younger, more diverse audience. Ideally, this would include collaborations with The National Gallery on introducing new icons and visual elements, as well as hosting special events or digital campaigns to highlight the institution's unique role in preserving historical paintings. My goal is to help the museum become a bridge between classic art and contemporary design, making it more accessible and engaging for people worldwide. As a long-time admirer of The National Gallery, I’m excited by the potential to introduce new perspectives while honoring its storied history.
My multidisciplinary background, rooted in both art history and contemporary design, was instrumental in finding the balance between tradition and innovation for The National Gallery Visual Identity. My education has immersed me deeply in the appreciation of historical art and cultural heritage, guiding me to recognize the importance of preserving classic elements while reintroducing them through a modern lens. In my undergraduate studies, I came to understand how historical aesthetics influence our current perceptions of beauty, and I’m grateful for the foundation this knowledge provides. Additionally, my multicultural background allows me to view art from different perspectives, combining insights from both Chinese and Western art traditions. My goal is not only to honor the past but to leverage current design trends and techniques to make these historical treasures accessible and engaging for new audiences. This background helped me shape a visual identity that celebrates tradition while inviting today’s viewers to connect with the timeless value of art.
In developing The National Gallery Visual Identity, I chose to emphasize the institution's unique focus on its remarkable collection of paintings rather than architectural elements. Through my research, I found that The National Gallery’s neoclassical architecture is similar to many other museums of its period, including the British Museum, which would make it challenging to create a distinctive identity if based solely on architectural features. Given our goal of blending classic heritage with a modern touch, I wanted to go beyond the building itself and capture the essence of what truly makes The National Gallery unique—its exceptional collection of historical paintings.I believed that an effective identity should communicate the institution’s mission directly to its audience. By centering the design on elements related to painting, the visual identity reflects the Gallery’s dedication to preserving and celebrating this art form, resonating more deeply with viewers and highlighting the heart of the Gallery’s purpose.
In this rebranding, we retained the core typographic elements that have historically defined The National Gallery’s identity, ensuring that the new design feels familiar to existing audiences. The added visual icon introduces a more recognizable and distinctive element, yet remains rooted in the Gallery’s original style. This thoughtful combination of type and icon creates a seamless evolution that respects the institution’s heritage while modernizing its image. The modern elements are carefully balanced to enhance the museum’s presence, projecting a fresh perspective without compromising its established voice and tone. Looking ahead, this design system is adaptable, allowing for growth in digital and print media while keeping its core symbolism intact, ensuring the identity evolves alongside the museum’s future needs.
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