Pidgeon Ward has been working with Geelong Gallery for over 15 years, so when the team in Geelong decided it was time for a rebrand our team took on the challenge with much vigour and enthusiasm.

After a series of workshop sessions the biggest shifting point in the update became the adoption of the GG shorthand which was coined between the gallery staff and Pidgeon Ward to help quickly communicate the gallery both visually and in speech.

The resulting GG mark is intended to convey a sense of discovery with the use of fading gradients which then become the visual that holds the brand together in print, digital, motion and signage. The assisting typeface shifted to a more contemporary grotesk sans serif which helped modernise all points of communication. The shift away from a full colour palette to a monotone palette establishes a sense of consistency for the brand and allows artworks to pair easily with any designed outcomes.