Brand Strategy
Introduction
The National Gallery of Canada is dynamic, alive and changing, and is no longer a static institution. In today's world, we need a new brand that expresses who we truly are, while reflecting the outstanding work we do. We are not the structure of our building, the frames on our walls, nor the dominant narrative. We are so much more than that. We are a platform with which to amplify voices, a connector of individuals and ideas, and a dynamic community of artists and the general public.
The brand is not just a logo or corporate colours. It is a living, breathing statement of who we are, a guiding vision for the future we are creating, and a reflection of ourselves to the outside world. We are the brand. We are the circle.
Brand Principles
Our brand principles drive everything we put out into the world – from the content we produce to the programs we put on, the experiences we cultivate, and our interactions with visitors, both old and new. Everything must latter up to these principles in order to be consistent and coherent.
Inviting
As the National Gallery of Canada, we have immense influence in the art world, on artist’s careers and recognition, and with other Canadian organizations. We have to use our power as a platform for others, and become a permeable circle that invites everyone in and radiates outwards towards them. Our core value to foster belonging is essential to ensuring that we are inviting. Prioritizing service even over personal gain.
Alive
For too long our walls have been apart, intimidating and cold. We are beginning to become a permeable circle that is alive, changing and limitless. We have to make the Gallery come alive through our interactions with visitors and the way we design our exhibitions and programs. Our core value to embrace change is essential to being alive. Embracing progress even over process.
Open
The art world is elite and intimidating to many, and some of the concepts we will be describing through our programming or art may be challenging for some to wrap their heads around. We have to meet people where they are and make art and ideas accessible. Our core value of learning and evolving together is essential to being open. Valuing consultation even over expertise.
Dimensional
The dominant narrative around art has been cultivated by a few. We have to decenter the narrative and widen the context around art, broadening the understanding of what art is and can be. We have to help people understand the larger context that exists beyond their frame or history’s frame of understanding, in order to show the many dimensions and perspectives that exist. Our core value of leading boldly is essential to being multi-dimensional. Making courageous moves even over expertise.
Brand Strategy
Our strategy is a guidepost for the future we envision and how we make our future real. It outlines why we exist, how we operate, how we are differentiated, and what brings us to work each day.
Internal and External Strategy
Who we are inside the organization and in our brand are one in the same. The way we are perceived externally needs to reflect the way we behave internally. Therefore, we see these pillars as the core components of our brand strategy as a whole.
Brand Statement
The Brand Statement encapsulates our strategy in its entirety.
Ankosé is an Anishinaabemowin word that emerged through conversation with Algonquin Elders from the unceded territory upon which the National Gallery of Canada is located. It is a call to action for the Gallery and its visitors to recognize the limitless connections that exist beyond the frame.
Brand Meaning
The Brand Meaning grounds our statement in the change we hope it sparks.
The National Gallery of Canada recognizes the connections that exist beyond the frame. Beyond the frame of our building, to recognize the connections we have to land, water, sky and all of the elements, acknowledging that the Gallery is located on unceded Algonquin territory. Beyond the frame of the canon, to decenter the narrative and amplify the many voices that have been, for too long, left out of art. Beyond the frame of the Gallery’s walls, to create programs, experiences and community involvement that is dynamic, alive and breathing.
Brand/Organizational Purpose
The Brand Purpose explains why we choose to exist.
We encourage growth and development, enable connection in those we serve, and help people understand histories. We anchor our present and future in the past and the knowledge of Indigenous Elders and ancestors, and help people traverse the many places, virtual and real, in which we exist.
Brand/Organizational Mission
The Brand Mission is an ambitious yet achievable undertaking that creates value for our audiences and communities.
We go beyond presentation, setting the bar high for discovery, engagement and learning. We don’t shy away from discomfort, but instead, embrace the full spectrum of response that the visual arts can bring. We expand perspectives and understanding in service of a society that is more connected, diversely inclusive, and empathetic.
Brand/Organizational Vision
The Brand Vision outlines the impact we make – in the world and our communities – when we achieve our purpose.
Art can allow us to understand one another and our lived experiences and identities better, and with more empathy, bring people together and catalyze understanding.
Experience Strategy
Our brand principles drive everything we put out into the world – from the content we produce to the programs we put on, the experiences we cultivate, and our interactions with visitors, both old and new.
Brand Questions
Outlined below are questions to help you make the brand principles real in your everyday life. Use them when crafting new content, a new program, a new experience, a new interaction, or in your everyday work.
Inviting
Alive
Open
Dimensional
Content and Tone of Voice
Our values need to be felt in everything we create and the tone that we set in our marketing and programs. Please use the information below as guidance when crafting new content.
Inviting
Raise other voices up and elevate artists and people. Speak to people rather than at people. Always have other voices speaking instead of the Gallery. Humanize through empathy.
Examples:
“We as Indigenous people don’t want to be stuck in Cowboys and Indians, we are alive today and have a voice.”
Alive
Reframe art as stories that are woven together to reveal new narratives. Bring the art to life through the voices of artists that connect their ideas to their art, to each other, to other dimensions, and to their creative process.
Examples:
“Over time, the woman centered narratives have eroded away, so we are really interested in being able to highlight those.”
Open
Speak in plain language that people can understand, as if you are having a conversation with an audience. Make the erudite accessible and understandable. Ask questions.
Examples:
“What is performance art?”
Dimensional
Centre in the broader context of an object, a time period, or an artist. Expose the many truths. Expose the broader context.
Examples:
“A canoe is not just a boat. It’s magnificent – birchbark is medicine, water is spirit, the canoe is sacred.”