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NATIONAL GALLERY OF VICTORIA
BRAND IDENTITY

The National Gallery of Victoria (NGV) is the oldest and most visited gallery in Australia. Almost 2.3 million people visited the NGV in 2014/15, placing it within the top 25 most visited museums in the world. Situated over two magnificent buildings – NGV International and NGV Australia – the Gallery hosts a wide range of international and local artists, exhibitions, programs and events; from contemporary art to major international historical exhibitions, fashion and design, architecture, sound and dance.

Following a significant review of the NGV brand and communication strategies, audience segments and competitive environment, 3 Deep was commissioned to establish a revised brand strategy and brand identity for the Gallery. After capturing the organisations' creative spirit, purpose, values and promise, a salient and potent brand strategy was created that would reflect the ambitions and vision of the NGV and facilitate unique branded experiences for visitors, patrons, partners and supporters.

In bringing the strategy to life, 3 Deep created a flexible and animated visual identity system in order to help identify and canonise the many campaigns, events, initiatives and services provided by the Gallery and its supporting sub brands including the NGV Design Store, NGV Crossbar Cafe, NGV Tea Room, NGV Garden Restaurant and NGV Gallery Kitchen.

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VISUAL IDENTITY

CORPORATE COMMUNICATIONS

BRAND STRATEGY

A FUTURE VISION

As a cultural leader, the NGV is a provocateur and instigator of new ideas. Playing a distinctive role within the cultural, social and economic landscape, it was vital that the brand strategy and supporting brand identity reflect the energy and vitality of the organisation while establishing a new and guiding vision for the future.

PACKAGING

FLEXIBLE & ANIMATED

In bringing the NGV brand strategy to life, 3 Deep created a flexible and animated visual identity system in order to help identify and canonise the many campaigns, events, initiatives and services provided by the Gallery and its supporting sub brands which included the NGV Design Store, NGV Crossbar Cafe, NGV Tea Room, NGV Garden Restaurant and NGV Gallery Kitchen.

STYLE GUIDE

COMMUNICATIONS

CAMPAIGN ADVERTISING

FIND EXTRAORDINARY

Art has the ability to suspend time, transforming our hearts and minds to another place, another reality in order to consider new possibilities. Great art begins with curiosity, is born from the skill and courage of its creator, and comes to life through the enquiry and engagement of the viewer. The NGV breaks down the barriers between the creator, their art and the viewer, providing the public with enriching experiences. For the curious and courageous, NGV offers an invitation to be inspired by the ideas that have shaped us. Explore the world through art, and find extraordinary.

CAMPAIGN ADVERTISING

STAFF APPAREL

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