TURNER Contemporary, Kent’s new £20m art gallery dedicated to the painter, launched its brand identity last week (pictured), but has yet to confirm the appointment of an interior design group.
Agenda Design Associates has created the name and identity for the gallery, but according to Turner Contemporary director Victoria Pomery, there is potential for an interiors appointment in the future.
Pomery says Agenda Design was briefed to create a ‘dynamic’ identity that reflected the gallery’s emerging status. She says she was ‘looking for something that embraced elements of art, nature and life’ and encapsulated Turner Contemporary’s diverse offering.
Agenda Design founder and creative director Paul Davis says the name, which emerged through discussions with gallery staff, the architect and stakeholders, reflects the ‘duality’ of the gallery’s proposed programme.
The ‘living, evolving’ marque meanwhile incorporates elements of Turner’s work, contemporary art and the gallery’s architecture and natural surroundings.
‘The colours represent the language of seasons; Turner was all about light, sun and reflection,’ says Davis.
The work, launching across stationery, press and promotional materials, will be applied in April to a website built by Agenda Design, www.turnercontemporary.org, and to the visitor centre. This will be refreshed by interior design group Johnson Naylor Partnership.
Agenda Design is expected to act as brand guardian on signage, advertising and the gallery’s retail offering. ‘We expect to be working closely with [Agenda Design] from now on,’ confirms Pomery.
Agenda Design was appointed to the work – worth a £20 000 fee – in May, following a four-way, unpaid credentials pitch. Davis was creative lead on the project.
Previously known by its working name – the Turner Centre – the gallery will be presenting a varied programme of contemporary and historical exhibitions, and it will also incorporate a restaurant and retail space.
It is billed as one part of a regeneration programme for Margate and East Kent by Kent County Council, in collaboration with Thanet District Council.
Construction of the 14m x 27m gallery, situated off Margate’s pier, begins at the end of this year, and is scheduled to open in 2007.