The inspiration behind the new Govett-Brewster/Len Lye Centre brand identity
New Zealand’s museum of contemporary art, the Govett-Brewster Art Gallery has unveiled its new brand as it prepares to open its doors with the Len Lye Centre in July.
The Govett-Brewster in New Plymouth has partnered with Saatchi & Saatchi Design Worldwide to develop a new Govett-Brewster/Len Lye Centre art museum brand globally.
Govett-Brewster Director Simon Rees says: “Saatchi & Saatchi’s global reach, expertise, relationships and media access will help grow the Govett-Brewster’s reputation and broaden audience awareness about what we do. The partnership will have a positive impact in securing additional media attention, generating greater brand awareness and selling the Govett-Brewster experience and architecture as destination tourism”.
Saatchi & Saatchi Design Worldwide has collaborated with the Govett-Brewster team to develop a cohesive brand identity which marries the Govett-Brewster with the spirit of Len Lye’s world renowned kinetic art. It will appear on a wide range of material including signage, merchandise, uniforms and print design.
Saatchi & Saatchi Worldwide Director of Design, Derek Lockwood says: “We set out to create an integrated brand solution that positions the Govett-Brewster Art Gallery as the home of kinetic art, and, as such, a destination of worldwide significance. Over a night we photographed the movement of Len Lye’s Wind Wand sculpture on the New Plymouth foreshore, with the images captured becoming the graphic marks that feature in the identity. These marks represent the energy and vibrancy of the New Plymouth district and its people.”
Nicky Bell, CEO of Saatchi & Saatchi New Zealand, who are partnering with the Govett-Brewster on launch communications, says: “We believe the new combined art museum and its striking architecture will be a powerful creative and cultural beacon for national and international visitors to New Zealand. You only need to look at the Guggenheim in Bilbao and the Museum of Old and New Art (MONA) in Tasmania to see the positive effect art combined with destination architecture can have on a place. This is an incredible asset for Taranaki and for the whole country. We are very proud to be playing a supporting role”.
The Len Lye Centre will be New Zealand’s first institution dedicated to a single artist – the pioneering filmmaker and kinetic sculptor, Len Lye. Opening to the public on Saturday 25 July, it will operate as a combined art museum with the Govett-Brewster Art Gallery. The opening weekend programme will be available online through the Govett-Brewster website from 1 July.
The Govett-Brewster building in New Plymouth closed in April 2013 for earthquake strengthening, compliance, upgrades and construction of the Len Lye Centre. The Govett-Brewster team has remained active with off-site exhibitions, touring exhibitions, public programmes and work with other cultural organisations.