In October 2002, ACCA (The Australian Centre for Contemporary Art) moved to a new location in Melbourne’s Southbank Arts Precinct. Designed by architects Wood Marsh, the red monolith fulfils a long-held desire in Melbourne for a sophisticated space for contemporary art, offering artistic and intellectual scope.
Our task was to develop a complete visual language for ACCA. The new identity needed to capture what ACCA stands for and represent the spirit of the new building. We set about making the the graphic language comprehensive, but continuously flexible, allowing for the changes from show to show. We created a number of elements within the language so that they could be recontextualised depending on the application, eg. Extrusion from the ground for signage and introduction of new typefaces within a grid system composed of line and spaces to create a sense of continiuum. The design eschews a singular mark. Instead, it brings together a number of elements representing the dynamics of the art inside, as well as the feel of the building.
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