North VCA designs Southern Guild's new-look logo, website

28 Aug 2019

North VCA has designed Southern Guild's new brand identity, which includes a new-look logo and website. The new brand identity is based on the Southern Cross constellation at the heart of its existing logo.

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.

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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.

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It’s official! Southern Guild has launched a new website and brand identity. Created by design consultancy @northvca, the new branding system looks to the Southern skies for inspiration. It was born out of a simple evolution of Southern Guild’s previous logo based on the formation of stars – visible only in the Southern Hemisphere – called the Crux Constellation or Southern Cross. Click on the link in our profile to see our new website, which includes a full inventory of artists’ works, searchable by category. #southernguild #africandesign #collectibledesign #limitededitiondesign #southafricandesign #rebrand #southerncross #cruxconstellation #globalsouth

A post shared by Southern Guild (@southernguildgallery) on Aug 28, 2019 at 3:13am PDT

The new website includes comprehensive artist profiles, a journal page highlighting artist news and a dedicated area for press. But the new functionality comes most fully into play in the Works section, which categorises Southern Guild’s collectable designs into tables, cabinets, seating, lighting, sculpture, wall art, objects, carpets and outdoor.

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.