D: Zhiwen Shao
I try to challenge the National Portrait Gallery (NPG) 's current identity, located next to Trafalgar Square. The current one is good, meticulous, and academic, yet it doesn’t convey the narrative of contemporary UK society; it fails to reflect the diverse, hybrid, and constantly evolving nature of nowadays.
At first, we had a tough decision about naming: should the logo be a shape or a logotype? We pulled back to the concept: framing millions of stories behind every face; then we developed a logo that fits in all scenarios. The shape also acts as a flexible framing system.
I spent a week conducting on-site research, during which I explored a wide range of potential touch points.