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The Art Gallery of Ontario (or, “the AGO” to friends) has been undergoing a revitalization since 2002 that will culminate in a Frank Gehry-designed building and thousands of new works of art sometime in the Fall of 2008, when the AGO reopens its doors, which have been closed since October of last year. In the meantime, and gearing up for the momentous event, the AGO unveiled last week a new logo designed by Bruce Mau Design, who also designed the previous iteration of the logo in 1997.
The new logo comes saddled with too many metaphors and stretching of the imagination:
“The Art Gallery of Ontario is relaunching with a renewed mission to bring art and people together with experiences and spaces that are dynamic yet timeless, popular yet iconic. The new logo is similarly imbued with fluid motion and spontaneity, counterbalanced by stability and legibility.”
— Bruce Mau
“Centered inside a black square, the Gallery’s new logo uses multiple typefaces and a wide spectrum of colours to create a unique effect reminiscent of light refracting through glass. By combining a strong iconic form — the black square — with a shimmering juxtaposition of overlapping coloured typefaces, the logo captures both the stability of the century-old institution and the forward-looking energy of the new Gallery.”
— Press Release
I had always been smitten with the previous logo and considered it a daring and challenging identity that defied the conventions of traditional museum and gallery identities at that level. The use of color was extraordinary and generated an innate vibrancy that the “shimmering” colors and typefaces of the new one could only dream of achieving. The colors of the new one are not nearly as sophisticated as the previous one and feel as completely random choices hoping that the excess will be the main focus. The resulting forms, both the white and the colored bits — awfully accentuated, by the way, on the clumsy animation on the AGO’s home page — are not pleasing and seem to want to take more attention than the museum itself and the collection within it. Even if the idea were strong, the execution does not convey anything beyond the crazed application of the “Pathfinder” tool in Adobe Illustrator. An odd step backwards from an institution that is clearly moving forward.
For a few more details about this identity, please visit this page, which has a link to a podcast discussing the work.
Thank you to everyone that wrote in on Friday with the tip.
Jump to Most Recent Comment
Arnold P’s comment is:
The idea behind it is good, but the it feels unresolved still.
On May.19.2008 at 11:54 AM
Chad K’s comment is:
"Centered inside a black square, the Gallery's new logo uses multiple typefaces and a wide spectrum of colours to create a unique effect reminiscent of [80's glam rock, spandex clad instructors in aerobics videos, sidewalk chalk drawings, or optic art that makes you look for the 3D glasses you thought were suppose to be included for viewing]."
On May.19.2008 at 11:55 AM
ckck’s comment is:
It's so painfully Impact-esque, regardless of it's colourful spasms. Horrible.
On May.19.2008 at 11:55 AM
Jacob’s comment is:
Awfully accentuated, clumsy ... and, not to mention, nonsensical and sort of headache-inducing ... sounds like a perfect match with AGO's new Ghery building.
On May.19.2008 at 11:56 AM
Mr Posen’s comment is:
Armin said.
"considered it a daring and challenging identity that defied the conventions of traditional museum and gallery identities at that level. The use of color was extraordinary and generated an innate vibrancy that the "shimmering" colors and typefaces of the new one could only dream of achieving."
...no more coffee for you Armin!
Christopher’s comment is:
Um... Why did they do that animation like that? It totally takes away from the concept that "all color equals white" that is the concept yes? That was disappointing. The logo is interesting, but seems like a one trick pony. And watching that animation, the flash animators seem to have forgotten (or misunderstood) what that one trick was.
On May.19.2008 at 12:05 PM
Jeff’s comment is:
Are those colors going to show up when this is printed on a small scale? And what does the B&W version look like? Helvetica Inserat (a guess) on a black box?
While the previous identity was not particularly sophisticated, this design has a cheaper, dollar-bin-party-store quality to it. gah!
On May.19.2008 at 12:05 PM
Jeff’s comment is:
Are those colors going to show up when this is printed on a small scale? And what does the B&W version look like? Helvetica Inserat (a guess) on a black box?
While the previous identity was not particularly sophisticated, this design has a cheaper, dollar-bin-party-store quality to it. gah!
On May.19.2008 at 12:06 PM
dg3’s comment is:
They ruined a great, simple logo.
Will it get attention? Absolutely. Is it a good logo? Absolutely not.
This is getting really close to the Animal Planet revision in terms of screwing up a good thing.
On May.19.2008 at 12:16 PM
Jeffry Pilcher’s comment is:
For all the fancy rationale, the new one is plain old blurry.
And I didn't know black squares were "iconic." I guess I'm more of an iconic designer than I know, because I've been using those badboys for years. Neat.
On May.19.2008 at 12:26 PM
Sanjay Basavaraju’s comment is:
'AGO' as a word itself has such a strong recall value. Just enhancing it would have worked.
Such executions are reminiscent of having binary opposite attributes in a single image. In this case, traditional and forward-looking. Usually, in such cases, the message gets diluted.
Seems like a 'parachute' idea. :)
On May.19.2008 at 12:33 PM
Andrew Harrington’s comment is:
I thought it might look better without the iconic black square, but it doesn't.
On May.19.2008 at 12:52 PM
Darrin Crescenzi’s comment is:
I like the audacity of it, it's fun and bright and quirky in ways that some of these other recent colorful big-art-gallery-slash-museum-identity-redesigns have fallen short.
Agreed that it's Impact-ness is a little regrettable, and its lack of versatility (at small sizes, in black and white) could become problematic as the system expands. I'm wondering if any exercises were conducted retaining the typeface from the previous mark?
On May.19.2008 at 01:00 PM
Brandon’s comment is:
I'm not a design professional, but I am a design-aware consumer, and I must admit that I vastly prefer the new logo. I can see the downsides (as mentioned by other commenters), but the old logo is the one that immediately strikes me as dated.
In any case, thanks for the blog. I look forward to your posts.
On May.19.2008 at 01:36 PM
James’s comment is:
I like it. It's daring, and has character. It feels to me like an evolution of the old mark.
And I'm pretty sure if the old identity had come out now, everyone would hate that, too. In 20 years, when they redesign it again, everyone will talk about how great this one was and how terrible the new one is.
On May.19.2008 at 01:36 PM
Kyle’s comment is:
This new logo is frickin' sweet. I don't know what everybody's talking about. The old logo is.. old. Brandon and James have it right.
On May.19.2008 at 01:56 PM
Moeed’s comment is:
James, a good identity is timeless, and the old AGO logo was on that road. Sadly, this horrendous tree just had to fall in the way.
On May.19.2008 at 02:00 PM
Adrian’s comment is:
I like the new one a lot better. Go figure.
On May.19.2008 at 02:16 PM
smr’s comment is:
I think if the white text were changed to the same color of black as the block it would make the colors more vibrant. The white just kills it for me.
On May.19.2008 at 02:17 PM
ScottS’s comment is:
At first glance I was reminded of those fun grade school art projects where you use crayons and black tempura paint to make a colorful scratchboard drawing. It's an interesting concept and certainly looks unique, though the execution seems a bit unfinished.
Their explanation of a "shimmering juxtaposition" is right on...my eyes hurt if I stare at this too long! I think the impact of this logo will be lost in smaller scale applications and in anything but 4-color process or RGB.
I also think this identity might benefit from attaching "Art Gallery of Ontario" somewhere in the square.
On May.19.2008 at 02:46 PM
Andrew’s comment is:
Did Bruce just jump the shark?
On May.19.2008 at 03:01 PM
LadyN’s comment is:
Looks like someone smacked it straight and it got all dizzy.
Not a bad concept but maybe its the typeface or colors...??? Don't know.
Michal Migurski’s comment is:
Do Bruce Mau have any tricks up their sleeve beyond the multiple-fonts-overlaid thing? They drag that old chestnut out fairly regularly, from what I've seen.
On May.19.2008 at 03:30 PM
Glenn’s comment is:
I think we can expect more from Mr. Mau. This logo is not very good. The emperor's new clothes, indeed.
On May.19.2008 at 05:27 PM
Wünderwoman’s comment is:
Is reproduction quality a concern? If so, I would say this one gets an "F". What would a one-color solution look like?
Looks like a classic case of a logo being designed by committee.
As for the explanation of the mark. Wow. That's some of the best BS I have EVER read. I'm a believer that a mark should embody high ideals...but...wow...an iconic square with shimmering typefaces?
How can I get shimmering typefaces? I desperately want some.
On May.19.2008 at 10:16 PM
Dylan’s comment is:
I tried to adjust my computer screen, but the logo is still messed up. Is there something wrong with my monitor?
Oh, and Frank Gehry designs gigantic messes, not buildings.
On May.20.2008 at 12:41 AM
Munchausen.’s comment is:
Not to mention that the letter spacing is uncomfortably tight (on all 300 letters)
On May.20.2008 at 02:46 AM
Paul C’s comment is:
"Iconic Black Squares"...
not really seeing the iconography there...
The consistent mentioning of the "unresolved" feel of this mark is so persistent for a reason....i think this chap got up for a coffee break and forgot to come back.
On May.20.2008 at 03:12 AM
Lena’s comment is:
As a designer who lives in Toronto, I'm really disappointed.
:(
On May.20.2008 at 07:57 AM
dertobi’s comment is:
looks like someone accidentaly activated all illustrator-layers at once.
I didn't like the old one, but the new one doesn't quite kick arsch.
I get the impression that a job at bruce mau is devided into 95% writing a semi-prophetic-over-the-top-press-release, 2.5% find the right Helvetica to use (in this case: all of them) 2.5% concept and execution.
toje’s comment is:
Bruce Mau identity jobs are always whack. No exception here.
On May.20.2008 at 09:53 AM
Stephen’s comment is:
Reminds me of Studio Dumbar's C Broadcasting identity...
only not as good:
http://www.studiodumbar.com/index.php/html/project/c_broadcasting
On May.20.2008 at 10:21 AM
Kristi’s comment is:
I personally don't like the old one or the new one. I don't see any sense in making a logo look 3-d like that, it just makes it look playful, which I'm guessing is not a good thing here. And the new one is bad in different ways. I agree with previous comments in that it is blurry and what the heck are they going to charge for the tshirts?! It may be because i live in a small town, but tshirts with that many colors aren't cheap to make. Or do highly established places with such "sophisticated" identities not make tshirts?
On May.20.2008 at 10:56 AM
Pace’s comment is:
That animation on their home page does more discredit to the logo than any written comment here ever could.
On May.20.2008 at 11:02 AM
christopher’s comment is:
Bruce Mau is an interesting man, always more inclined toward the philosophy behind something than the thing itself. He is always verbose, but his executions seem half-baked, as though it is the "idea" that makes it special, not the form. I have read his book, Life Style, and was impressed by his social and cultural awareness and his deep reading in philosophy, but his aesthetic work is actually mundane. I am sure he is a great guy to hang out with, interesting and interested, but design wise he doesn't make my heart go pitter patter. This new iteration is a take on much of his previous work, like his failed attempt at redesigning the Universal Studios logo.
On May.20.2008 at 01:07 PM
Prescott Perez-Fox’s comment is:
I agree with Armin in preferring the previous logo. The black square does nothing for me.
A side note: how the hell do you reproduce these logos? Don't tell me the go to press with 9 colours every time?
On May.20.2008 at 01:13 PM
Ben Weeks’s comment is:
I live in Toronto across the street from the AGO. The other night I was with my girlfriend saying goodbye and I took her over there to show her the new logo.
So we're standing there chatting and kissing goodbye, I look up at the building across the street to the corner penthouse suite saying something like, "I wonder what it would be like to live there."
Suddenly, this woman's voice over a loudspeaker says, " yes we can see you." .. In the same direction I was looking but right above us on the ago building there were a bunch of little security cameras.
The security person thought I was looking at the cameras but I didn't notice them until I heard the voice. They can see if you're throwing rocks, but not which way your eyes are looking.
On May.20.2008 at 01:28 PM
damon’s comment is:
I hate bruce mau, I think he's a tool box and his think tank office produces junk.
however, I sort of like the new logo too.
not in a holy fuck, that's incredible sort of way though.
I like the concept. I dislike the white typeface, and I think the black box could be something more.
but generally, I kinda like it. what I disliked about the old one was that the colours, although nice on their own, fought with one another, they vibrated on backgrounds, and the direction of the typeface going down like that always made me feel as though it was falling over drunk or off the page. Downward type has negative connotations to me.
On May.20.2008 at 03:58 PM
Mark’s comment is:
I hate the typeface on this one it's so stale.
Reminded me of 16-bit 2D graphics on the Sega Genesis (this is supposed to portray looking FORWARD is it not?)
It, just stinks.
On May.20.2008 at 06:17 PM
Joshua Levi’s comment is:
It a pretty thing, but identity design
isn't a beauty contest, its a communication
contest. The hope is whatever message
Or emotion needs to be communicated can be
Done so in a visually appealing way.
In the limited scenarios I've seen it
live in, the new logo doesn't seem to add
any further understanding or communication.
A cosmetic evolution, but why? Because
of their reopening and new building?
Does this "unique effect reminiscent
pf light refracting through glass"
reference the new architecture?
I'd be curious. Maybe if some of these
questions were answered or I visited
the space I'd get it, as of now, I don't.
Could context be the key here?
The animation on the website is pretty weak,
which is surprising seeing how wonderfully this
identity would lend itself to animation,
projection and environmental installation.
As for printing issues, I'm sure AGO isn't
poor. They can afford to print most things
in 4 color, and beyond that, this mark works
very well in RGB space.
Paul’s comment is:
old = ROCKIN!
new = lame and confusing.
Jason’s comment is:
Hmmm, what'll Von do with this?
On May.21.2008 at 03:23 AM
Randy Ludacer’s comment is:
While I agree that the execution of this logo might have been improved to better account for smaller usage, I think there's a very good visual idea here... different fonts projected with different colored lights mixing to form white--but since they are different fonts they do not align perfectly and form colored shapes at the edges. The resulting white letter are no longer a font at all, but a bastardized fusion of various fonts. (And that's okay.) I don't find it so displeasing, but I definitely agree with Christopher's comment that the animation seems to totally miss the point of its "additive color."
On May.21.2008 at 07:23 PM
Vanda’s comment is:
Thank you Armin. Very well put. I am personally appalled by this awful logo.
On May.22.2008 at 03:10 PM
Remy Overkempe’s comment is:
Why couldn't they just stayed with the old one? Dammit!
On May.28.2008 at 07:39 AM
m. kingsley’s comment is:
Knowing that Bruce is recycling himself, one questions the process behind this result.
On May.31.2008 at 11:13 AM
Carlos Fonseca’s comment is:
It looks horrible the new one the old one was much better!
On Jul.14.2008 at 12:29 PM
Shauna ’s comment is:
I like the new one.
As strange as this sound it works with the new architecture.
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