UCCA: Rebranding a cultural institution on a mission
UCCA Center for Contemporary Art is China’s leading contemporary art institution. Committed to the belief that art can improve lives and transcend boundaries, UCCA presents a wide range of exhibitions, public programs and research initiatives.
Following a successful collaboration with BMD on their then-current brand identity 5 years prior, UCCA returned for a refresh. The organization 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, UCCA 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 constantly evolving brand, all while reflecting UCCA’s mission to bring Chinese contemporary art into a global dialogue.
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.
“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.”Philip Tinari, Museum Director, UCCA Center for Contemporary Art
