Red Central to develop style guide for National Gallery branding

by Alex Donohue, Brand Republic 06-Feb-07, 13:30

LONDON - Red Central is to create a style guide for the National Gallery Company, designed to aid commercial branding and extend the merchandise range of the museum's business.

The National Gallery Company, which oversees all commercial activities related to the National Gallery in London, asked Red Central to create a commissioning guide for product ranges to increase the gallery's licensing partners.

The style guide will aim to generate new revenue streams, and attract different audiences by creating a wider product range for National Gallery merchandise.

The National Gallery said Red Central, which specialises in the music and entertainment industry, was chosen for its experience in the branding sector, and because it believed its work outside the heritage sector would offer an alternative approach.

Kate Barker, business development and merchandise director at The National Gallery, said: "Until now our product development has largely focused on the gallery visitor.

"But now Red Central is working with us to develop presentation tools that demonstrate how the brand could attract licensing partners and work for retailers on a much wider scale."

Phil Overton, Red Central director, said the agency wanted to create a guide that would "banish" preconceived ideas of elitism often associated with fine art.

He said: "The product concepts and packaging designs included show how merchandise can convey valued qualities of tradition and heritage, without being predictable or stuffy."

Barker added: "The guide is still at an early stage of production, but we've already seen a set of exciting concepts and dynamic material that begins to illustrate the strengths and potential of the brand."