The Courtauld Institute of Art has unveiled a redrawn identity and revised brand strategy by Salterbaxter.
Timed to coincide with the start of the Courtauld’s 75th anniversary, the branding consists of an anniversary logo featuring the strapline ‘Opening minds to art’, as well as a redesigned website, www.courtauld.ac.uk, and two permanent marques for the Institute and the gallery. The consultancy was appointed in January following a three-way, unpaid pitch. ‘Like many art organisations, The Courtauld Institute does not market itself well,’ says Salterbaxter director Penny Baxter.
‘We were briefed to help it communicate its pre-eminence in art history, as well as [its position] as home to the finest public collection of Impressionist paintings in the world.’ Using the concept of ‘seeing art close up’, the logos feature cut-off letters in enlarged type.
Baxter describes the Institute’s previous marque as ‘pretty non-existent’. ‘At best, it was a piece of typography, but it was not applied consistently or used in a methodical way,’ she says.
Baxter reveals that the consultancy will be collaborating with the Institute on an international fundraising campaign over the coming year.