Kellenberger-White rebranded Modern Art Oxford alongside the gallery’s redevelopment by David Kohn Architects, in line with the institution’s mission to become more accessible and to foster meaningful interactions between artists and its audiences.
 
Founded in 1965 by proponents of British Modernism, the ensuing sixty years saw Modern Art Oxford develop a reputation for progressive and provocative programming and curation.
 
The new visual identity and wayfinding draw on collaborative staff workshops, extensive archival research and the gallery’s own graphic design history. By seeming to be arranged from geometric elements, the logotype cultivates an improvised feel. A bold palette of secondary colours takes its cue from the gallery’s past.
 
Our design communicates the transformation of a museum forged from the democratic, utilitarian values of British Modernism into a dynamic contemporary gallery encouraging exploration and community participation.