The new brand system was created by North VCA, a design consultancy with offices in Cape Town and Amsterdam. It was born out of a simple evolution of Southern Guild’s previous trademark based on the formation of stars, visible only in the Southern Hemisphere, called the Crux Constellation or Southern Cross.
The updated branding has been implemented across the gallery’s digital, print and physical platforms. A key feature of the new brand system is a more visually engaging website containing a full inventory of artists’ works, searchable by category.
The creative direction of the Southern Guild rebrand began by isolating the original mark within the logo, emphasising its boldness as a stand-alone graphic element.
