Established in 1977 to improve public access to the arts, The Harley Foundation is a charitable trust. Based in the ducal estate of Welbeck, the Foundation runs the award-winning Harley Gallery, an education programme and three sets of artists’ studios. With plans in the offing to create a new gallery space to showcase The Portland Collections coupled with a desire to appeal to a younger audience, the trustees decided it was a good time to address the brand for the venues and activities of the Foundation.
We held two workshop sessions, one with trustees of the Foundation and another with staff and estate managers to fully understand their vision. In terms of the activities we discovered the architecture of the brand had many strands, consisting of the Foundation, the Gallery, the Shop and the Artist Studios. The overarching themes from the workshop were the mix of the contemporary and the historic, being inspired by the past to make their mark on the future.
With this in mind we developed a unique typographic treatment combining a timeless and classic serif typeface with a bold, minimal sans serif to create gallery branding with broad appeal. A dynamic two tone visual language was developed to communicate the brand across materials which can be used with imagery or purely colour. Each strand of the brand utilises the same look and feel, creating a cohesive and understandable brand family.
The gallery branding was launched in early 2014, signalling the 20th birthday of the gallery. The initial reaction has been extremely positive.