Description:

The international exhibition staged at Auckland Art Gallery Toi o Tāmaki, 'Light from Tate: 1700s to Now’ explored how light has captivated renowned artists over centuries, across various media including painting, photography, sculpture, installation, drawing, and moving image.

The challenge in creating a visual identity for the exhibition was to capture the essence of light across print, online, out-of-home and in-gallery collateral, while illustrating the broad appeal of the exhibition to diverse audiences. The solution was to use the full colour spectrum of light—every colour in the rainbow.

The rainbow colour spectrum was visually captivating with each of the colours appealing to different emotions that could be experienced in the exhibition. It also tied in with the exhibition's theme of light with rainbows being a scientific phenomenon that are formed when light from the sun is scattered by water droplets.

For print advertising, a rainbow colour spectrum was combined with images of stunning old master paintings and contemporary art installations. Animated online advertising allowed the colours to move and morph into different combinations, mirroring the ever-changing nature of light.

In-gallery collateral incorporated reflective materials to bring the spectrum of colours to life in a stunning, dynamic display. Different natural light conditions continuously transformed the gallery spaces, creating an evolving visual experience.

The exhibition's ever changing visual identity offered an immersive and engaging experience that captivated visitor's imagination and curiosity.