Rebranding Shepparton Art Gallery a proposal

Transcription

1 Rebranding Shepparton Art Gallery a proposal

2 Rebranding Shepparton Art Gallery a proposal Why rebrand? The Shepparton Art Gallery and its Advisory Committee would like to open up the gallery to a broader demographic of people. We would like the gallery to be more accessible to lower income, family and ethnic groups, and in particular market the Gallery more strategically to a younger demographic. The results of the Arts and Culture Report 2009 demonstrated that the arts were seen as an older persons pursuit and barriers were identified for youth, indigenous and multi-cultural persons participation. The most recent logo is based on a historic point in the collection s development, the outline being taken from John Perceval s Delinquent Angel While the artwork is still relevant today, as a representative mark of the gallery s aspirations it positions us looking backward to a particular historical genre of art, to which young people are not responding. The angel logo is illegible as a mark on printed marketing material and rarely used. Because of its ineffectiveness as a brand we are currently simply using the header from our printed program as a logo, which means our branding is not consistent. Shepparton Art Gallery would like to rebrand and rename, from Shepparton Art Gallery (SAG) to Shepparton Art Museum (SAM) which we believe is a friendlier more accessible brand appealing to a broader demographic. The new brand SAM, would be launched in September 2011 at the time that the gallery reopens, after a seven month closure during which redevelopment and new signage will be undertaken. Design work has been undertaken so as to provide a visual explanation of what the new brand could look like.

3 Implications of the name Art Museum The word Museum refers to a range of different institutions which may hold different kinds of collections including; anthropological, social history, science and art. The word Gallery refers to institutions which exhibit objects which may be visual art but is also used to describe enterprises which seek to exhibit other wares; for example a Car Gallery. Publically owned art institutions which exhibit art can be described as either an Art Museum OR an Art Gallery. The words can be interchangeable. It is the prefix of the word Art which describes the focus of the institution, not the word Gallery or Museum. Definition of a Museum Shepparton Art Gallery achieved accreditation as a Museum by the Federal Government s peek body Museums Australia in 2005, and is one of just three regional galleries to achieve this. A Museum is a non-profit, permanent institution in the service of society and its development, open to the public, which acquires, conserves, researches, communicates and exhibits the tangible and intangible heritage of humanity and its environment for the purposes of education, study and enjoyment. International Council of Museums This accepted definition indicates that museums can be galleries, education centres, institutes, or any kind of facility operating in the defined manner. Museum is an umbrella term which a range of institutions can fall under.

4 Other Art Museum Brands La Trobe University Museum of Art Anne & Gordon Samstag Museum of Art

5 Barriers to access The perception that the arts were not open to them was a significant barrier identified in the Arts and Culture Report % of respondents under 40 years of age stated this as a high likely or likely reason which would prevent them from participating in cultural activity in the region. The Art Museum as distinct from Art Gallery, on the whole has more implication of the end user in interaction with the exhibits, while the word gallery tends to indicate the display of static objects. The word Museum does not have the same sense of elitism as can be attached to Gallery. Following on from this the proposed new brand of SAM, as a nongendered name, non culturally specific name, is friendly and accessible and we believe will appeal to young people and a broader demographic. SAM is friendly where Art Gallery can be intimidating. An Art Museum is an educational institution and one of the few places where the diverse population can mingle and interact; from new migrants to school children, indigenous people and the elderly of all different social economic background. The Art Museum has been democratised and made more accessible. It is a dynamic place, where participation is encouraged. Marketing beyond Greater Shepparton The majority of contemporary art galleries in Australia have taken the name Art Museum. While regional galleries, on the whole have held on the traditional name of Gallery. When marketing to audiences in Melbourne and further afield, Shepparton Art Gallery is competing with other Victorian Regional Galleries. The name Art Museum provides a point of difference from the other regional gallery brands, `location Art Gallery for example; Benalla Art Gallery, Bendigo Art Gallery, Castlemaine Art Gallery, Ballarat Art Gallery. 88% of respondent who participated in the Arts and Culture Report online survey stated that negative perceptions of Shepparton were a very or fairly important issue facing Greater Shepparton s arts and cultural life. Currently 80% of our visitors are from the region. Comparatively Bendigo Art Gallery s visitor survey is written so as to assume its visitors are beyond the region. If we are to expand our tourist visitors we need to create a point of difference from this very successful and wealthy competitor, for Melbourne arts audiences. Renaming the gallery to SAM, will present a positive and youthful image to audiences outside of the immediate surroundings.

6 Shepparton Art Gallery: History of a Brand CURRENT Current logo introduced in 2001 when Eastbank was opened. Introduced 2007 when exhibition and public Current logo introduced in 2001 when Eastbank was opened s PREVIOUS These folky logo s were hand drawn and took inspiration from artworks in the collection from the 1980 s. They were not widely used s This logo focuses on the location of the gallery and is more civic in nature s

7 PREVIOUS The Shepparton Art Gallery was known as the Shepparton Art Centre, (SAC) during the 1980 s 1980 s During the 1970 s the gallery was known as `The Shepparton Art Gallery however there was no brand or logo as such, although the Council crest appears on gallery correspondence from the period. The Shepparton Art Gallery 1970 s The Gallery begun in 1936 as a collection and was known as the Shepparton Art Collection. There was no brand or logo as such. This is the first published catalogue produced by the town clerk 13 years after the collection began s to 1960 s

8 Shepparton Art Museum Design Ideas

9 say hello to sam. say hello to sam.

10 kirsten paisley Eastbank Centre, 70 Welsford St. Shepparton 3630 kirsten paisley Eastbank Centre, 70 Welsford St. Shepparton 3630

11 say hello to sam. at the movies sheppartonartgallery.com.au Eastbank Centre, 70 Welsford St Shepparton T F art.gallery@shepparton.vic.gov.au with sam. sheppartonartgallery.com.au Eastbank Centre, 70 Welsford St Shepparton T F art.gallery@shepparton.vic.gov.au

12 gallery report August - October 2010 Program Artist Unknown Sherbourne Sheppard (Detail), circa 1843 Shepparton Art Gallery Collection

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14 Rainbow Art fo r Small Hands Kids Thur 7 October to Thur 11 November, six week program 10.30am to 12.00pm 3 to 6 years free This program is sponsored by Relationships Australia. Tutor: Angie Russi Rainbow Kids - Art for small hands provides an opportunity for very young children and parents, to join in creative activities at the Gallery. Designed to enhance and build relationships between one adult and one child this program shows parents how to provide low cost, accessible artmaking experiences which can be repeated

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16 Kirsten Paisley Eastbank Centre, 70 Welsford St Shepparton, Victoria, 3630 T F Kirsten Paisley Eastbank Centre, 70 Welsford St Shepparton, Victoria, 3630 T F

17 Ann Thompson 5 30 September 2009 Ray Crooke 2 21 May 2010

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20 Childrens' Activities Art fo r Small Hands

21 What do you think of Sam? What do you think a Sam logo should look like? Tear off and return. (Please keep booklet for your interest.)