Written by Rebecca Letty
Early on in January 2019, members of the Design Collective Chichester gathered at Rume2 on Crane Street in Chichester. They came not only for a first peak at the spanking new and completely fabulous co-working space but to listen to Anna Zeuner, Head of Communications at Pallant House Gallery who spilt the beans on how they developed their new corporate branding. Anna was refreshingly honest about the process. Warm and wise she spoke for an hour on how they determined what their brand was? The beliefs, goals, values and visions and essentially the tone of voice which united them. “What you need is a strong brief, the right designer and clarity in what you stand for,” said Anna. “I think it was essential that we had buy-in from the whole team at Pallant, not just the decision makers. For example, in choosing brochure images we asked all staff to select their favourite pieces of art from the collection. This made it a collaborative project and the staff loved being involved. Once everyone understood what the changes were about they all become brand ambassadors.” The vision is for the gallery to become recognised internationally as a space for British Art from 1900 to now. The exotically sound Akzidenz-Grotesk is the sans serif typeface chosen by Studio Sutherl& to unite the ‘collection of collections’ at Pallant House Gallery. The clever [) logo encapsulates not only the art within the gallery walls but the traditional and modern buildings which make up the gallery spaces too. The logo can be used across the entire business - in a large format it welcomes visitors in through the sliding automatic doors. In the smaller version it is featured on each picture caption. Anna’s top tips for a re-brand were to think democratically. “Set out strong brand guidelines at the beginning - really work on the brief. Involve everyone at all stages. Keep reviewing even after the launch - return to what your ambition was when you started. And never underestimate the importance of chemistry.” The evening was a rare insight into a branding exercise and the Design Collective audience were obviously in complete agreement with Anna -good design makes life better.