The institution, which was formerly known as The Hub, promotes contemporary international craft.
SB Studio was selected for the branding project following a four-way pitch. Benji Holroyd, creative director of SB Studio, says the consultancy explored several routes before developing a flexible brand using a graphic device.
This was necessary as the brand needs to be ‘sensitive to a broad range of subjects and events’, Holroyd adds.
‘It’s inspired by form, colour and its ability to adapt to its surroundings. The device can also function as a window into infinite complexity, revealing images of every culture, profession and activity,’ he says.
A typographic identity, an ‘NC CD’ marque and the folded graphic device will be used across a new suite of materials. The graphic device can fold round walls, be used as a moving image or in isolation for print and promotional materials.
Signage and a wayfinding system have been developed, with different graphic systems made for each exhibition.
Entry signage, floor vinyls, glazed signs, a mesh banner for one side of the building, car park and street banners, launch flyers, tote bags, stationary and stickers have all been developed.
The centre will reopen on Saturday 1 October.