The Partners create new brand for Hong Kong art event

At the beginning of December, Hong Kong Art Gallery Week showcased artwork from over 50 local galleries and museums.

The new brand was created by brand consultancy, The Partners. The project aims to promote local and independent galleries and artists and to strengthen Hong Kong’s position on the global art scene.

The visual identity is accessible to Western visitors as well as locals as it incorporates English type and traditional Chinese characters. The new design was inspired by the contemporary Hong Kong landscape, both natural and man-made, and it uses map and location pinpoint motifs that symbolically place Hong Kong’s museums and galleries.

The new identity was rolled out across the Hong Kong Art Gallery Week website, city guide maps, private show invitations and on promotion posters displayed across the city. It is intended to engage the public with lesser known art and culture spots.

Hong Kong Art Gallery Week took place over 10 days and was led by the Hong Kong Art Gallery Association, a non-profit organisation for established art galleries in Hong Kong. The Partners is part of the WPP Group and has offices in London, Singapore and New York.