Studio Round

We are Round —
a design practice that
harnesses culture and
creativity to transform brands.
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We are Round —
a design practice that
harnesses culture and
creativity to transform brands.
Find out more.

Buxton —

Shifting perceptions at Buxton Contemporary

Sector —

Arts & Culture

We helped create —

Identity, publications and signage

We worked with —

Kelly Gellatly, Michael Buxton, Peter Jopling, Vikki McInnes, Louisa Bosci, and the team at Diadem

The Ian Potter Museum of Art and Buxton Contemporary both form part of the University of Melbourne. We were tasked with creating new identities for both galleries, taking into consideration their relationship to each other; their surroundings; their respective history and contemporaneity; and the nature of both collections.

With a vision to change how these significant works are viewed in a museum context, the identity had to reflect Buxton Contemporary’s intention to challenge perceptions around the collection. It also had to represent the gutsy nature of the space, and the gallery’s location at the University’s Southbank campus, alongside the Victorian College of Arts (VCA) in the youthful, dynamic performance precinct.

Through a word mark and typographic system that constantly reconfigures its structure and position, the identity expresses Buxton’s values to inspire, to challenge, to be relevant and make art tangible through a system that is not fixed, but rather, is sensitive to its environment. Bold and somewhat brash, the sense of movement encapsulates a gallery with a non-conformist spirit — one that invites visitors on a journey, and makes them part of the conversation.

Above —

A flexible headline system re-enforces the idea of ‘shifting perceptions’

Above —

The external signage makes use of the shifting logo system

“Right from the beginning, Michael would enter a room and pick a work that caused me pain to let it go. He would always go to the very heart of things.”

Anna Schwartz on Michael Buxton
Above —

Book designed for ‘Shape of Things to Come’ exhibition