The Brand Identity

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Seachange rebrands Wellington-based art space PAGE, paying tribute to its 1987 foundation

In 1987, art dealer Marcia Page founded the Page Blackie Gallery in Wellington, initially focusing on her large collection of historical artwork. She was one of the first female dealers to break into the male-dominated industry and has since become one of its most successful, regularly dealing with established artists while propelling up-and-comers into the mainstream.

Today the gallery is known simply as PAGE, having evolved into the New Zealand capital city’s most significant commercial art space. Its exhibition programme represents the country’s leading contemporary artists and promotes the work of its emerging talents to a large audience.

Auckland-based design studio Seachange, commissioned to rebrand the gallery in-line with its reduced name, chose to look back at its history for a solution. As a result, a superscript ‘1987’, attached to a bold uppercase wordmark, celebrates and emphasises the year of PAGE’s establishment. The logo’s contrasting type sizes flexibly flow throughout the rest of the identity system to show exhibition titles, dates and times.

The typography is intentionally reductive, allowing the art to be the hero while communicating the necessary information in a concise manner. A mix of primary and pastel colours, chosen to mimic the iconic building in which PAGE is housed, appear on occasional applications to complement the artworks and add an inviting layer of warmth.

Typeface: Beausite Classic by Fatype

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