Yorkshire Sculpture Park Rebrand
Our first given assignment in the second year of study at York St. John was a hypothetical rebrand of Yorkshire Sculpture Park, based in Wakefield.
After analysing its existing branding and researching the history of the park, I decided that the biggest shortcoming of the current branding was the over-reliance on 'YSP' as a recognisable acronym, so I decided to take the idea further and push the letter shapes to unrecognisable territory.
Current branding.
Proposed rebrand.
The final logo harkens back to the very nature of the Park's exhibits: sometimes, the meaning of a sculpture is unclear, until the meaning and inspiration of the artist is understood by the viewer, and this provides clarity to the previously misunderstood piece.
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Additionally, the logo is animated, never holding a consistent shape. This is to reflect the constantly changing nature of the exhibitions in the Park - Yorkshire Sculpture Park was the first sculpture park based on the temporary open air exhibitions organised in London parks from the 1940s to 1970s, so I wanted to reflect that heritage in its branding.
An example of the animated logo in a copper-like texture.
Due to the three-dimensional element of the logo, any material can be used for the logo. This was intended to represent the outside nature of the Park, and the changing seasons. For instance, Summer can be represented with green grass and foliage, or a hedge-like appearance. Or, the material can highlight new exhibitions, such as appearing to be made out of specific materials.