AGO Unveils "Bold New Logo"
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AGO Unveils “Bold New Logo”

Torontoist presents an imagined inside look at the creative process behind the AGO’s shiny new logo, above.
Designer: Bruce Mau
Client: Art Gallery of Ontario
Due: May 15, 2008
Creative Brief: Design a “distinctive new logo that will represent the Gallery well beyond its Fall 2008 opening.” Logo should capture “both the stability of the century-old institution and the forward-looking energy of the new Gallery.”
(If that proves too challenging, refer to graphic design portfolio created while at OCAD, circa 1977.)
Creative Tasklist:
1. Open MS Word.
2. Choose primary font. Helvetica? Too advertisement-y. Verdana? Too webby. IMPACT? Done!
3. Art meets fashion: borrow colour palette from H & M Spring/Summer 2008.
4. Open MS Paint. Also, a serious bottle of whiskey.
5. Copy. Paste. Click. Drag. Over. And over.
6. LSD flashback!
7. Examine finished product. Worry someone might think it’s a joke. Remember that you are very Big in Toronto and could probably shit out the letters AGO and get an award for it.
Write a serious artistic statement, just in case.
“The Art Gallery of Ontario is relaunching with a renewed mission to bring art and people together to experience spaces that are dynamic yet timeless, popular yet iconic,” says Bruce Mau. “The new logo is similarly imbued with fluid motion and spontaneity, counterbalanced by stability and legibility.”