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AGO Unveils Bold New Logo

(Toronto, May 15, 2008) The Art Gallery of Ontariohas unveiled a distinctive new logo that will represent the Gallerywell beyond its Fall 2008 opening.

Centered inside a black square, the Gallery’s new logo uses multipletypefaces and a wide spectrum of colours to create a unique effectreminiscent of light refracting through glass. By combining a strongiconic form - the black square - with a shimmering juxtaposition ofoverlapping coloured typefaces, the logo captures both the stability ofthe century-old institution and the forward-looking energy of the newGallery. A signature wordmark has also been created, which incorporatesthe logo and the Gallery’s name in English and French.

“This fresh new logo acknowledges and respects our heritage, whileclearly reflecting the incredible changes taking place and the dynamicinstitution that the new AGO will be,” says Arlene Madell, the AGO’sDirector of Marketing and Visitor Services.

Created by Bruce Mau Design in consultation with the AGO, the newlogo is the result of extensive brand research on the public’sperception of the new Gallery. The research shows that the public has apositive, long-standing relationship with the AGO and are lookingforward to the Gallery’s spectacular Frank Gehry-designed building andinnovative ideas.

Bruce Mau Design has collaborated with Frank Gehry on a number ofprojects, most notably the signage and typographic identity for thearchitect’s Walt Disney Concert Hall in Los Angeles.

“The Art Gallery of Ontario is relaunching with a renewed mission tobring art and people together to experience spaces that are dynamic yettimeless, popular yet iconic. The new logo is similarly imbued withfluid motion and spontaneity, counterbalanced by stability andlegibility,” says Bruce Mau. “We are extraordinarily grateful to ourcollaborators at the AGO, with whom Bruce Mau Design has enjoyed atwenty-year creative relationship, for the opportunity to contribute tothe transformation of this locally and internationally criticalinstitution.”

About the Art Gallery of Ontario

With a permanent collection of more than 68,000 works of art, theArt Gallery of Ontario is among the most distinguished art museums inNorth America. The Gallery began an extraordinary chapter in its108-year history when it launched Transformation AGO in 2002.Multi-faceted in scope, Transformation AGO involves the unprecedentedgrowth of the permanent collection, an innovative architecturalexpansion by world-renowned architect Frank Gehry, and thestrengthening of the museum’s endowment resources. As the imaginativecentre of the city, the transformed AGO will dramatically enrich ourvisitors’ experiences and provide greater access to the full vibrancyof the art museum.

The Art Gallery of Ontario is funded in part by the Ontario Ministryof Culture. Additional operating support is received from theVolunteers of the AGO, the City of Toronto, the Department of CanadianHeritage, and the Canada Council for the Arts.

About Bruce Mau Design

Bruce Mau Design is a business and cultural design studio of expertsfrom diverse practices in communications, science, philosophy,psychology, economics, architecture, business, marketing and the artswho are ALL designers, visionaries, futurists, activists and globalcitizens. Through distributed problem solving and team-basedmulti-disciplinary practices, Bruce Mau Design collaborates withclients by using design principles and methodologies in an optimistic,integrative and imaginative approach to confront complex problems andcreate sustainable, commercially viable solutions with outstandingsocial, cultural and environmental and economic value.

Bruce Mau Design is part of the MDC Partners network, one of the world’s foremost multi-disciplinary communications firms.


For media information or visuals, please call:
Antonietta Mirabelli, 416 979 6660, ext. 454,

The Art Gallery of Ontario is funded in part by the Ontario Ministry of Culture. Additional operating support is received from the Volunteers of the AGO, the City of Toronto, the Department of Canadian Heritage and the Canada Council for the Arts.

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