Bruce Mau Design

Rebranding the leading center for contemporary art in China

UCCA: Rebranding the leading center for contemporary art in China

Courtesy OMA, photography by Bian Jie.

Following a successful collaboration with BMD on their then-current brand identity 5 years prior, the Ullens Center for Contemporary Art (UCCA) returned to us for a refresh.

The center had undergone many changes, including the establishment of new museums outside Beijing, an expansion into retail and educational ventures, and an architectural transformation of the flagship space by OMA. Following a major restructuring, the institution also sought to develop an identity that removed Ullens from its full name.

BMD's role was to revive the UCCA brand and ensure its alignment with the institution’s mandate to champion contemporary art and culture in China.

The new identity brings greater clarity and consistency to the UCCA brand, and improves the balance of Chinese and English characters. It retains the spirit of the previous UCCA logo, but introduces new elements inspired by traditional Chinese motifs. The refreshed visual identity and brand guidelines lend more flexibility to an ambitious and continually-evolving brand, all while reflecting UCCA’s mission to bring Chinese contemporary art into a global dialogue.

Read moreRead less
Previous visual identity, designed by BMD in 2012.

The new identity brings clarity and consistency. It retains the spirit of the previous logo, but introduces new elements inspired by traditional Chinese motifs.

The project coincided with an architectural transformation of the Beijing gallery by OMA, and the opening of UCCA’s first satellite location: "Dune" in Qinhuangdao.

Courtesy OMA, photography by Bian Jie.
Courtesy OPEN Architecture, photography by Ni Nan

As the largest institution for contemporary art in China, we want to connect with our local audience as well as bring China into a global dialogue.

UCCA Center for Contemporary Art

As UCCA looks to expand into retail and educational ventures, we developed a brand architecture that allows for this without losing touch with the main brand.