NOW

What is contemporary art?

A three year exhibition series branded by O Street, National Galleries of Scotland’s NOW has smashed attendance projections.

 

 

‘NOW will celebrate the diversity of contemporary artistic practice, and the unique role of artists in society, who, through their work, can offer alternative ways of seeing and understanding the world around us.’ —NGS

The Galleries came to O Street to name, brand and design marketing for the three year exhibition series. Our idea  was simple, focusing on the  immediacy  of contemporary art: NOW

Since all of the NOW exhibitions will take place at the Scottish National Gallery of Modern Art—which we also designed—the two brands would have to play nice. We came to the practical solution of working NOW into  the Modern’s typographic brand identity.

In NOW 2, the logo breaks into space and fills marketing materials.

Michael Armitage

Sarah Rose

Michael Armitage

 

To reflect the artwork, the exhibition design for NOW 2 focused on minimal interference, sound, and recycled materials.

ostreet-ngs-now-logo ostreet-ngs-now-2-5 ostreet-ngs-now-1-8 ostreet-ngs-now-2-2 Tony Swain, Unpaired (2004). Photo: Antonia Reeve ostreet-ngs-now-2-6

Since all of the NOW exhibitions will take place at the Scottish National Gallery of Modern Art—which we also designed—the two brands would have to play nice. We came to the practical solution of working NOW into  the Modern’s typographic brand identity.

ostreet-NGS-NOW-logo2 ostreet-ngs-now-2-1
ostreet-ngs-now-1-9

Pete Horobin

ostreet-ngs-now-2-4    ostreet-ngs-now-1-14

In NOW 1, we used the underline from the logo to underscore information and artwork.

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photo: Peter Dibdin

ostreet-ngs-now1

photo: Peter Dibdin

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photo: Peter Dibdin

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photo: Peter Dibdin

For the exhibition’s opening press shot,  we spray painted a massive NOW logo in front of the gallery. It was sprayed with chalk paint, and—this being Scotland—soon washed away.  Like contemporary art, it was only of that moment.