James Andriske

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The Museum of Contemporary Art Australia (MCA) is a leading museum in Sydney dedicated to collecting, interpreting, and exhibiting contemporary art from Australia and around the world. Located at Circular Quay, it is the only public museum in Australia solely focused on contemporary art and features a collection of over 4,500 works, with a significant representation of Aboriginal and Torres Strait Islander artists. 

But what would MCA look like if their visual identity had a symbol and a new brand world?

The building designed by architect Sam Marshall in 2012, is made up of simple, cube-like rooms that can be adapted for artists, curators, and exhibitions. Marshall’s design is based on the idea of a neutral “white box” gallery and the exterior of the building uses bold, large-scale forms and panels that are visible from all angles of the building. 

The visual identity draws directly from the buildings architectural language. The cube-like forms have been used to create a modular brand mark that echoes the exterior composition of the building. The simplicity of the “white box” allows for a flexible system, where colour can be applied to represent the different exhibitions, rooms and functions of the museum, reinforcing spatial naviagation while maintaining a cohesive and adaptable identity.

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