For the first time since its conception in 1984, the Turner Prize exhibition has upped sticks from its home at London’s Tate Britain and set up camp at Tramway, Glasgow.
To reflect this, and the diversity of the entries in 2015, which includes an artisan DIY showroom and a pop-up research library, branding agency Tangent has created a new identity under the campaign banner ’Show Me Some Thing New’.
To meet visitor targets Tangent wanted to capture as large an audience as possible by framing the Turner Prize as more than just a contemporary art exhibition, but as an ‘unmissable event’ and unique visitor experience.
As a result the visual identity is a departure from a conventional art exhibition look and feel with simple, clean messaging designed to be accessible to all types of people. A skewed square forms the logo accompanied by plain backgrounds of differing colours.
Tangent director David Whyte explained the idea behind the campaign: “We wanted to expressly communicate this by developing a disruptive campaign that adapted to its environment and challenged the everyday content around it. For example, ‘Show Me Some Thing New’ for a TV sting in-between sofa adverts, or ‘Take Me Some Where New’ for a roadside billboard on a gridlocked motorway.”
The campaign runs across outdoor, social media, digital, TV and print. Tangent also delivered the internal exhibition visuals and event collateral, plus an overall of Tramway’s signage and wayfinding system.
The exhibition runs until 17 January 2016.