Studio Sutherland creates branding for St Albans Museum and Gallery


The studio has outlined the identity, marketing campaign and wayfinding for the new museum, which is based in a distinguished building in former Roman town St Albans, and will feature 2,000 artworks.

Studio Sutherland has drew the branding and wayfinding for St Albans Museum and Gallery, a new cultural space devoted to historical and contemporary artwork.

The museum opened in June this year and is based in the concentrate of St Albans, a city in Hertfordshire, north of London. It has a long history, secure formally been a Roman market town called Verulamium in the beginning century, which was the second-largest town in Roman Britain.

Studio Sutherland has completed the typing, marketing and wayfinding design for the new space, working alongside Jane Wentworth Associates, which has completed the characterize strategy.

Architectural design studio Mowat and Co has worked on interiors and exhibiton lapses, while architectural practice John McAslan + Partners has refurbished and put the building. Mowat and Co has developed a series of exhibition structures, based on the structure’s existing material palette of oak and brass alongside greys, which are employed to showcase exhibits and can be moved around the gallery space.

The new gallery is based within the last town hall, alongside its assembly room (originally used for concerts, balls and occasions), courtroom and prison cells, which were in use throughout the 19th century.

The village hall is the main gallery space, while a basement gallery has also been established to host the museum’s main exhibitions, and has opened with First Indentations, a show looking at St Albans’ printing history.

The assembly room, which plaice Georgian architecture alongside details such as chandeliers and gold leaf, purposefulness be home to art installations, while the courtroom and prison cells have been guarded and will feature collections related to law and order. A café and shop bear also been fitted.

The space is set over three floors, and discretion feature roughly 2,000 pieces of contemporary and historic artworks, beginning locally, nationally and from across the world.

Studio Sutherland’s particularity for the new museum and gallery has been inspired by the crest and flag associated with St Albans metropolis, which is a blue shield, marked with a yellow cross.

The logo is based on the adverse space created by the cross in the shield – four triangle shapes are arranged to make a cross-shaped space at the heart of the logo.

This is accompanied by the museum big name set at a diagonal, 45-degree-angle between two of the triangles. This turns the “+” dispose of used in the name into an “x”, again emphasising the cross shape. The serif typeface toughened is Kingfisher, designed by Jeremy Tankard, and this is also used wholly communications.

The triangle symbols in the logo aim to be versatile and flexible across communications, and propound around images, expand and contract to highlight certain objects, effigies or words.

“We used the triangle shape strongly throughout, highlighting replicas, folding them to form caption stands, coming out of walls in the gallery stretch to create a unique wayfinding system, and more,” says Jim Sutherland, builder at Studio Sutherland. “We wanted a flexible and adaptive system that could occupation with historic and modern content.”

He adds that the identity also reflects the chief location of the gallery and museum building in the city itself, as “X marks the catch sight of”.

A range of patterns based on the logo design has been created for use across gallery buy and sell.

“We wanted each item to feel unique,” Sutherland says. “We uniform with designed beer bottles for special museum ale, made by local brewers Farr.”

The pith colour palette used throughout branding is indigo and gold, which is a “richer” idea of colours inspired by the St Albans’ crest’s blue and yellow.

The brand procedure, formulated by Jane Wentworth Associates, centres around “exchanging approximations and building understanding”.

“Drawing on St Albans’ powerful history as a place to run across and debate, [Jane Wentworth Associates] set up to bring communities together, promote the exchange of ideas and inspire civic pride.”

This idea of communication and union is conveyed through the branding as the triangles “point to and create a central, convergent space for culture in the city and beyond”, says Sutherland. The triangles’ capacity to grow and shrink looks to represent different conversations going on and odd cultural contexts.

It was important to imbue a sense of the local community into the marque strategy as the new museum looks to transform what was a “jewel-in-the-crown” local align into a national “focal point for culture”, says councillor Annie Brewster, recent mayor of St Albans.

“We are a relatively small city but we pack a huge verifiable punch – and now we can show off our heritage to the world,” she says.

The branding project captured Studio Sutherland a year to complete. The new look has now rolled out across demanding and print materials, the website and social media, interiors, wayfinding and signage, and goods.

The St Albans Museum and Gallery opened on 8 June. For more information, noodle here.

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