The National Gallery identity was initially a brief to increase awareness of their permanent collection. In fact, the communication challenge went much deeper. The Partners realised that the Gallery had to stand for something more than just a collection of paintings; it represents an increasingly broad and deep range of emotional and rational experiences. The key to expressing this concept lay in creating pictures in people’s minds through words; building intrigue to convey the full breadth of the gallery, and reintroduce it as a vibrant, modern and vital place to go. The idea was called ‘THE GALLERY OF THE MIND’.
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