8/26/2014

ROADHOUSE GALLERY :: Branding project.



Malahat: Roadhouse Gallery & Artist Residency  presents within a two stage-branding platform.
In its inception it finds its fruition through the invitation of artists able to contribute to it’s development by way of physical, conceptual and or virtual building assistance; inviting artists to spend a week staying on grounds in the production of their own work as well as the contribution to the project’s foundation.
Coinciding with its location on the Malahat highway, both the gallery/ artist’s residence and the thoroughfare share a present stasis of development which drives the AIR’s first stage of branding in the adoption of a pylon logo along with other constructive elements.


Once through it’s initial stage of development, the AIR’s branding will take on a three-tier aspect.
Maintaining it’s letterhead approach in the dividing of it’s programming; the main logo switches to a directional street sign representational of it’s location and the “traveling to” aspect of it’s events and residency.

Corresponding with the completion of the AIR’s final stage of development, it’s gallery will extend beyond the exhibition of artists in residence in the invitation of guest curated projects and events; from static visual arts (painting, photography, sculpture, assemblage and drawing) to performance arts (dance, video, theater etc.) These events will be branded separately under the same main umbrella encompassed within its letterhead design and adopting a diversified logo representation by way of a semiotic relevance in graphical association.
IE: In house curated and artist in residence exhibitions will follow suit under the RH GALLERY branding while guest curated exhibits and presentations will be designated by ROADHOUSE ARTS branding.

RH Gallery branding features a monogramed logo and the umbrella letterhead treatment...





...while Roadhouse Arts branding associates a window frame logo representing the in house directorial team looking outwards for the association of talent in the invitation for exhibition, the window iconography also representing the invitational aspect for the public to view these presentations by way of opening reception and walk in/ special appointment viewings.