Opinion BY Armin

Odd Building, Odd Logo

So, wow, the Art Gallery of Alberta building in Edmonton, Alberta is weird. I don’t mean to dumb down my critiques with such a thoughtful opening statement but sometimes you just have to go with your gut reactions. Since I’m not an architecture critic I may be missing something from this 41-year-old building designed by Don Bittorf, but the best I can equate it to is this is to Frank Gehry what Arial is to Helvetica. But I’ll better stick to identity criticism. Last week, the Art Gallery of Alberta announced a new logo designed by Edmonton based Vision Creative Inc. to accompany its new acronym, AGA, and the imminent re-opening of the gallery in January of 2010 as it finishes an ambitious, 85,000-square-foot renovation by Los Angeles based Randall Stout Architects.

The new logo is the acronym for the Art Gallery of Alberta, AGA, presented as overlapping letters of vivid tones of orange, red and green. The logo is made up of three identical elements: a trio of lower case “a” characters with one inverted to become a “g.” This simple shift creates a new entity that encourages new ways of looking and connecting.

“Our vibrant logo reflects the personality and direction of the new AGA. By using themes of surprise, openness, innovation and connection, it reinforces our renewed commitment to bringing together art, people and ideas,” says Gilles Hébert, AGA Executive Director.
— Press Release

I have to admit that I’m almost jealous of the typographic concept. It’s simple and clever. Unfortunately, the execution leaves a lot to be desired. In today’s identity environment I can not understand why anyone would want to use Helvetica, it is such an outdated typeface that it looks painfully out of place in any contemporary institution, organization or product. But let’s assume I am the only who thinks that and that Helvetica is fine in theory; the resulting acronym could have been so much better rendered with custom lettering or something less ubiquitous. The colors could have also been more vibrant or at least better paired so that the overlaps didn’t come out so dull. This could have benefited from one or two more rounds of graphic exploration and it would have been more stellar.

Thanks to Mike Berson for the tip.

DATE: Nov.17.2009CATEGORY: Culture 88 COMMENTS

Ray’s comment is:

Brilliant idea. Not so brilliant type choice.

I feel like it would look a billion times better if they would have used a more balanced, ambiguous typeface with no spurs (or at least remove the spurs from the helvetica "a"), maybe that's just me.

Helvetica is not the solutions to all of our problems people.

On Nov.17.2009 at 09:46 AM

Ricky Salsberry’s comment is:

Agreed that Helvetica probably wasn't the best choice for this. Little elements that make Helvetica look nice right-side-up make it look unsettling upside-down.

The styling also lacks the sophistication that an art gallery should exude.

I'm in agreement with Armin - the idea was swell, just not executed as well as it should have been.

Hey - atleast it wasn't Arial, right?

On Nov.17.2009 at 09:52 AM

Evan MacDonald’s comment is:

This looks like one of those classic "I'll bill for 120 hours and take the rest of the week off" logos.

One good idea with very little exploration.

On Nov.17.2009 at 09:59 AM

C L Jones’s comment is:

Great concept, poor execution, does not communicate = fail. The G looks like it is being beat up by the two a's. I really think the g is about to cry, and the a's are laughing about it.

On Nov.17.2009 at 10:00 AM

CJ’s comment is:

Ug. Sorry, but I'm really tired of the Helvetica is bad/shouldn't be used/old argument. Like all typefaces, it's how it's used. Personally I think there could have been better choices for the AGA as I don't think many people will see the G, but I see that as a poor choice of type, not a failing of the typeface.

On Nov.17.2009 at 10:08 AM

Halpern’s comment is:

Kind of reminds me of TAP Portugal's id.

Although, its pretty good.

On Nov.17.2009 at 10:28 AM

Steven’s comment is:

Why is the inverted 'a' it a good idea for a logo for an art gallery? It's typographically clever but does it work conceptually, for this particular project?

On Nov.17.2009 at 10:30 AM

Chris M’s comment is:

I'm kinda up in the air on the whole Helvetica argument. I agree that if it is used correctly, Helvetica can look fresh and modern to most people. The problem with our eyes is that we are designers and we can spot Helvetica anywhere.

On the other hand, I think Helvetica is kind of a crutch to use in an identity system because its become that "default" font that a lot of designers go to. Its not always bad, but in this case I think there could have been a better choice of typefaces. For a gallery that is trying to "encourage a new way of looking and connecting", they could have done more.

It is better than the old logo though, a step in the right direction.

On Nov.17.2009 at 10:32 AM

arnoldP’s comment is:

Helvetica haters are snobby and boring.

On Nov.17.2009 at 10:37 AM

Christopher Meeks’s comment is:

It is actually pretty sad that the concept was butchered like this. Such a cool concept, and now it will forever be "not as good as it could have been."

I don't necessarily agree with the typeface either, but it is the execution of Helvetica that is the problem, not Helvetica itself.

On Nov.17.2009 at 10:39 AM

Impossibly Stupid’s comment is:

My quick suggestions on how to better polish the base concept:

I'm not a font nerd, but I definitely agree that you should pick one where the mirrored a/g look more alike.

Drop the base line of the g closer to where it would normally go. If you drop it down a little further, you optionally would be able to flow the a into the g into a seamlessly. Drop the g down a little further such that it doesn't even touch the a's and you could possibly play more with the "reflected" nature of the characters. It's possible the whole treatment should be vertical.

Get rid of the transparency. If the letters are going to overlap, I would put the a's in front and the g behind. The reason: Alberta and Art are the showcase, and the Gallery is there to support them (or "reflect" them, per the above suggestion).

On Nov.17.2009 at 10:41 AM

Joachim’s comment is:

It's a typographic crime. The letter 'a' for Helvetica was -specifically- designed to be only the letter 'a.' You can't simply flip it over and call it a 'g'. If they went for a custom lettering design for a single character with the full intention to be legible when mirrored, then that could be successful.

Also, I don't understand Alberta's fascination with Helvetica.

On Nov.17.2009 at 10:41 AM

ck’s comment is:

Erik Spiekermann is gonna have a heart attack.

On Nov.17.2009 at 10:44 AM

Agreeing in Alberta’s comment is:

Armin, no need to apologize for a dumbed down critique. It's weird.

On Nov.17.2009 at 10:47 AM

Jude Landry’s comment is:

It looks to me like the previous logo used Arial, is that correct? If so, at least it's a step in the right direction. I think overall this is a success. It's fun, playful, clever, and could appeal to all ages.

On Nov.17.2009 at 10:51 AM

ray’s comment is:

i agree. great idea, but i do wish they used a different typeface--not that helvetica is bad, but there are others that can fit the idea better, imo.

On Nov.17.2009 at 10:52 AM

meg hunt’s comment is:

The concept is interesting, but I can't look at the G without seeing a S (granted, a S that walked into a wall, but still) It sort of hurts my eyes in the process. Really wish they'd picked some custom lettering or at least tweak the current letterforms so that the letters would've been a bit more complementary-- to me it's just jarring now.

On Nov.17.2009 at 10:54 AM

Jon’s comment is:

Helvetica can never be overused. I don't really care for the logo, but not because of Helvetica. It seems so crowded and heavy (and not heavy in the good stable way, heavy in the 'I mixed concrete into my Jello' kind of way).

On top of that, and this isn't the logos fault, AGA is such a rip off of every other museum/art gallery that has updated their gallery/identity in the last 10 years. Everyone is going for the same look of building, the same type of acromyn, the same look to the logo. The City of Edmonton wants something to set it apart, and be original, so they steal the same look from every other city in the world. BRAVO.

On Nov.17.2009 at 10:54 AM

David Lanham’s comment is:

Just flip it upside down and the logo will say all it needs to (hopefully nobody will be watching while some across the table is reading a memo with the company letterhead on it).

On Nov.17.2009 at 11:01 AM

grfk dzgn’s comment is:

Energetic concept - lazy execution.

Erik ...who?

On Nov.17.2009 at 11:02 AM

Joe’s comment is:

Very similar to this:

http://www.acas.org.uk

On Nov.17.2009 at 11:03 AM

Deshler’s comment is:

Well, as the crumpled paper-falling down-pile of rubble architecture movement goes, this one is better (to my eyes) than anything Frank Gehry put out.

As to the type treatment, well, I'm going to have to agree with a lot of others--cool concept, but odd treatment.

On Nov.17.2009 at 11:11 AM

Marnie’s comment is:

Oh, that upside down a makes me so sad. What a missed opportunity. FWIW, I do like the colours.

On Nov.17.2009 at 11:14 AM

Jesse Kidwell’s comment is:

I have to agree with Steven on this one. Yes, it is a subtle observation that this acronym can be made out of the same letter; but, what for? The solution puts the emphasis on all the wrong areas, and we're left with a mark that could be applicable to anything with the acronym AGA.

On Nov.17.2009 at 11:23 AM

Nicholas’s comment is:

Awkward building, awkward Arial (in the original word mark), I think this new one would look so less awkward if it was a simple geometric face. Leaves much to be desired

On Nov.17.2009 at 11:23 AM

Rx’s comment is:

it's fine to me, i just dont really like the overlapping. this only complicates the perception of the "g", which is already difficult with helvetica reversed.

sorry for bad english, I used google translator.

On Nov.17.2009 at 11:32 AM

MSGDS’s comment is:

Good idea, no execution. Would have like to see some design effort with a custom typeface.

On Nov.17.2009 at 11:35 AM

NatalieB’s comment is:

Can't wait to see this logo on that building. It's like a mind puzzle. An awesome mind puzzle.

On Nov.17.2009 at 11:43 AM

Denny’s comment is:

OOF.
It reads like a Design I project gone wrong.
The previous version was so nice!

On Nov.17.2009 at 11:48 AM

MeH’s comment is:

I agree with most of the above comments. Helvetica is a fine typeface for certain applications. Not so much for an art gallery that is rebranding itself in a big way. The architecture of this building, while strange, has some interesting lines which could have been celebrated in the logo.

The idea of flipping the "a" is so simple that it's almost lazy! The execution of the logo looks like the work of a first year design student. The color palette looks overly juvenile for the client and oddly like default swatches in AI. The choice of typeface was not well thought out. It's only 3 letters - a customized typeface could have been designed!

Seems like this was a missed opportunity.

On Nov.17.2009 at 11:51 AM

SonHouse’s comment is:

Feels kinda gimmicky to me - like an early type exploration that got latched onto too soon.

On Nov.17.2009 at 11:59 AM

Ross’s comment is:

Normally, I love Helvetica. But in this instance...

On Nov.17.2009 at 12:15 PM

pnk’s comment is:

Ross, you are my hero. I haven't laughed that hard at a comment in a looooong time.

On Nov.17.2009 at 12:26 PM

Brian’s comment is:

Well played Ross.

On Nov.17.2009 at 12:34 PM

Erik Skoglund’s comment is:

Personally, I think the Helvetica is what makes it work. First, overlapping Helvetica's curves produces some very nice shapes. The letterforms are so iconic that the inversion doesn't require explanation, and I think that for this logo to really work, it needs that immediate recognition & comfort level, before the subversion of the g is recognized.

With that in mind, I do think that the color scheme, though nice, is where the logo suffers. I think the a's should stand out more, with the g being more subdued. I agree with MeH that the colors do appear to be default Illustrator swatches & could've been massaged into a better combination.

A+

On Nov.17.2009 at 12:45 PM

tetra’s comment is:

A++ Ross, would lol again.

On Nov.17.2009 at 12:58 PM

Jokr’s comment is:

I quite like it

On Nov.17.2009 at 01:14 PM

The Law Office of Levinson Axelrod’s comment is:

I too will congratulate Ross on a joke well made. As for the logo Armin you're dead on. Great idea, silly execution. They got for lack of a better term too smushed together each character detracting instead of adding to each other.

On Nov.17.2009 at 01:47 PM

Nate B’s comment is:

No matter how many times I look at it I still read ASA. I can just see it now:

Designer: "Alrighty let me just copy this "a"...oops accidentally flipped it. Heyyy....that kind of looks like a "g"! Looks like it's going to be an early night fellas! Beer is on me!"

On Nov.17.2009 at 01:56 PM

Kyle fox’s comment is:

Either you're mistaken or I've misunderstood what you mean by "41-year-old building" -- this building is brand new:
http://www.artgalleryalberta.com/content/view/298/13/

On Nov.17.2009 at 02:00 PM

Armin’s comment is:

Kyle,

"The existing Edmonton Art Gallery is a brutalist structure that was designed by Don Bittorf in 1968."

On Nov.17.2009 at 03:13 PM

fabrizio’s comment is:

i agree with arnoldP's (Helvetica haters are snobby and boring.)

Personally i prefer H Neue but i think people always attack this glorious typeface instead of focusing on a concept...

On Nov.17.2009 at 03:36 PM

Mr. Kim’s comment is:

Now that Adobe has made it easy to do, the transparency effect is everywhere. Like most filters, it was never about "how" but rather "why". As such, I feel the transparency effect is almost an impediment to the idea here. However, there is nothing here that can't be easily fixed and this mark works because the thinking is solid. A for awesome!

On Nov.17.2009 at 04:08 PM

Unwinder’s comment is:

I like, and have nothing against Helvetica.

I do not like Helvetica in all-lowercase though. It just doesn't work for me.

On Nov.17.2009 at 04:41 PM

Moeed Mohammad’s comment is:

Wow. Ballsy.

twitter.com/moeedmohammad

On Nov.17.2009 at 05:00 PM

Steve Rose’s comment is:

I have no problem with the font. Most people, me included, would not be able to identify it or even know that it's over-used. (Is it?)

I think the idea would be okay for some other purpose, but for an art gallery? It's trite to simply turn a letter over to indicate art. Maybe it's a profound joke.

On Nov.17.2009 at 05:25 PM

Manny’s comment is:

Err, it doesn't read as a 'g' people.

No decender = upside down 'a'.

On Nov.17.2009 at 05:34 PM

soully’s comment is:

I guess it could be argued that the concept is okay, but the execution is poor- the counter on the rotated a is particularly jarring and the overlapping colours don't pop at all.
I'm ambivalent about Helvetica generally and here it's not working, it really lacks the sophistication appropriate for an art gallery.

On Nov.17.2009 at 05:56 PM

Mondayne’s comment is:

RE: Ross's joke...

"David Lanham’s comment is:
Just flip it upside down and the logo will say all it needs to (hopefully nobody will be watching while some across the table is reading a memo with the company letterhead on it)."

On Nov.17.2009 at 06:35 PM

Gregg’s comment is:

I must be cranky. I am not a fan of the idea at all.

On Nov.17.2009 at 06:47 PM

Cindy’s comment is:

The upside-down "a" for a "g" really, REALLY, bothers me.

On Nov.17.2009 at 07:36 PM

DCos’s comment is:

I actually like the choice of Helvetica here, and don't think the execution is really that bad. The inverted "a" is memorable in a way that the simple acronym "aga" may not otherwise be. It's certainly generating conversation and discrediting Helvetica for simply being popular seems to me to be a bit lazy. The colors, inversion and overlapping effect make it unique in a way that I find generally successful.

On Nov.17.2009 at 07:51 PM

Katey’s comment is:

I think this is totally appropriate for that train-wreck of a building. It may even be slightly more enduring than the building, because the designer was wise enough to use Helvetica instead of whatever Sans-Serif Du Jour.

Sincerely,

-A Helvetica Fan

On Nov.17.2009 at 08:23 PM

obse.’s comment is:

This SUCKS.

On Nov.17.2009 at 09:18 PM

Fabian’s comment is:

Oh...come on..this is so forced it hurts.

On Nov.17.2009 at 11:12 PM

well hello’s comment is:

Somehow... this logo reminds me of jello.

On Nov.18.2009 at 12:03 AM

Nikabrik’s comment is:

Everytime I see an entry like this, I just wish that I had intercepted the client on the way to the meeting with the agency, so I could have saved them a few thousand dollars.

Helvetica is great, but it's also an easy choice for a designer to use for an art gallery. Shouldn't designers be spending time finding truly unique solutions, especially when the gallery chose such a unique building design. This logo will most likely blend into the crowd of Helvetica-using mid-size art galleries, and ultimately be remembered by nobody.

I mean really, contrast this to the recent rebranding of the Art Institute of Chicago by Pentagram. Which looks more interesting, and which looks more like a student project trying to be snarky with Helvetica in order to impress a professor?

On Nov.18.2009 at 12:08 AM

Ray’s comment is:

Okay, I'm certainly not a Helvetica hater. I'm a hater of designers that default to Helvetica without thought of whether it is appropriate or not for a brand. It's a cheap trick that that is becoming more and more obvious, to designers and non-designers alike.

Helvetica is a very forgiving typeface, it can be customized and re-worked and still retain it's essence. Unfortunately, the use of helvetica in the AGA logo was a missed opportunity to do something unique and clever.

On Nov.18.2009 at 12:24 AM

Molly Bennett’s comment is:

I dunno...do you think the building is more, or less, weird than the EMP in Seattle? http://images.google.com/images?q=seattle%20EMP&oe=utf-8&um=1&ie=UTF-8&sa=N&hl=en&tab=wi

On Nov.18.2009 at 12:51 AM

Emily Nakkash’s comment is:

I can't help but read the middle upside-down-lowercase-double-story-a-as-g as an "s". Do I win a prize?

The three colors together and overlapped remind me of puke and blood stains. Not that you can't use orange, red, and green to full effect. These, however, are clearly not the brightest crayons.

More rounds, please.

On Nov.18.2009 at 02:02 AM

Dre’s comment is:

Reminds me of the IceSave logo (a failed bank)

Or others with the same concept:

On Nov.18.2009 at 04:18 AM

Dre’s comment is:

Excuse me for the large image, can't see how I can correct i though...

On Nov.18.2009 at 04:21 AM

Rob Mientjes’s comment is:

Also reminds me of this, which is a more effective execution in my opinion:

Why? Probably because of the unicase-esque approach.

On Nov.18.2009 at 04:32 AM

ScottyM’s comment is:

Agree with Armin about the need for a custom typeface. The g just doesn't work.

Disagree, though, about the colors. Appropriate for an art museum, bold and quite refreshing.

On Nov.18.2009 at 07:41 AM

anthony’s comment is:

I think it's ok. It'll look good on a bag or a mug, which is all you need in a gallery logo these days.

On Nov.18.2009 at 08:24 AM

Betrue’s comment is:

I can understand the colors, in how it relates to the natural colors of Alberta.

On Nov.18.2009 at 09:56 AM

Darrel’s comment is:

This is just goofy. But not necessarily in a bad way. I kind of like the awkwardness of the flipped a/g.

That said, the balance with the tagline is all off and the type choice for the tagline seems like a lazy choice.

I would have liked to see the aga mark paired with the original type.

On Nov.18.2009 at 10:57 AM

Dale Campbell’s comment is:

I don't understand why individuals who post here immediately think of what other logos in existence this logo reminds them of rather than the concept executed in the logo at hand. Are you trying to prove something? I don't get it.

This is a lackluster effort on a brilliant concept. Turning an "a" upside down and asking your common, non-designing individual to make that immediate connection is a bit of a stretch in my opinion.

And I am with Armin on the colors - those areas of overlapping are dull and plain ugly - especially between the "g" and the second "a".

On Nov.18.2009 at 11:18 AM

Ralph Klein’s comment is:

From a type design perspective, one problem with the a-as-g concept when executed with Helvetica is that it defies conventions. We would rarely, if-ever see a 'g' with this sort of cursive stroke coming out of the top of the stem alone. More likely, we would find something similar to geometric sans serifs where both the top and bottom of the bowl round into the stem. The 'a' should be custom drawn using the principles of (for example) Avenir's 'g'.

On Nov.18.2009 at 11:28 AM

Slav’s comment is:

"The G/or A is flipped & reflected???"
That is a comment the graphic community will rely on as a general reply. Is it cool, that depends if your a typophile hardnoser & your knowledge of type, design & art ...& if you have the dexterity to move from the rules of that norm/game? If your not, careful of where you tread. If you are, break on through.

On Nov.18.2009 at 01:17 PM

Kyle fox’s comment is:

@Armin

The photos you linked to are the new Art Gallery.

The 41-year-old building is this one:

On Nov.18.2009 at 02:01 PM

Huntley Brinkley’s comment is:

also reminds me of the Computer Associates CA logo.
The thing's an eye-sore, just like the building.

On Nov.18.2009 at 02:51 PM

Glenn Sakamoto’s comment is:

How do I spell lame upside down?

On Nov.18.2009 at 04:11 PM

Brandon Leddy’s comment is:

From what I understand it looks like www.srmconcrete.com is the premiere concrete company.

On Nov.19.2009 at 04:16 PM

Bobby’s comment is:

Typography is very stale. Like the palette, and that's about it.

On Nov.19.2009 at 05:20 PM

Ralston K.C. Vaz Jr.’s comment is:

While I don't hate it necessarily, I'm not exactly moved by the new 'aga' logo either. With the gallery's new design, I think I'd expect the logo to be inspiring somehow. Not sure how, but somehow more than what was achieved if that makes sense.

On Nov.20.2009 at 04:29 PM

Bryan Kulba’s comment is:

I don't know if any people who've commented on this are actually from Edmonton, or Alberta, but I'll weigh in as a life-long resident. I am guessing that the logo strongly considers of the social climate of the city and the audience.

Edmonton and Alberta have a weird personality. It's primarily a conservative place and that's been reflected in the government-related visuals and branding forever. You can see this in the static original logo. There are, however, people who are trying to break from this attitude as well. It seems to me that this logo is trying to bridge a gap from the stodgy and conservative to something new and fresh without trying to leave people behind.

I guess what I'm trying to say is it's really easy to look at a logo and praise or trash on it, but without the context or understanding the audience, it's not completely relevant. I can't say I'm 100% about the logo from an aesthetics point of view but i think that within the context of its use in Edmonton, I think it will really speak to its audience as something that can serve the needs of all people.

On Nov.21.2009 at 12:01 PM

Mark’s comment is:

I like it,it's current and unique

But man that "g" is weird.

On Nov.21.2009 at 06:21 PM

Mark’s comment is:

Oh I understand now why the g is weird kit's an upside down a! XD

On Nov.21.2009 at 06:28 PM

Mark’s comment is:

Oh I understand now why the g is weird it's an upside down a! XD

On Nov.21.2009 at 06:29 PM

Chris’s comment is:

I really like it. I don't think Helvetica is outdated. I think it's timeless and classic. And I like the heavier weight they used and the color ... a definite improvement, I think. I've never heard of Vision Creative, but based on this, I'd count them worth hiring.

On Nov.22.2009 at 04:54 PM

Chris’s comment is:

That said, I hate the building.

On Nov.22.2009 at 04:55 PM

David’s comment is:

Brilliant and clever concept. Awful font choice. It would have worked in the 70s. Not today.

On Nov.23.2009 at 09:39 PM

waukesha car accident lawyer’s comment is:

I'm ok with the idea, but the execution is a serious problem. Might enjoy the logo a little more without the blend.

On Dec.08.2009 at 01:43 PM

r4i’s comment is:

The logo is good but don't you think the G should be straight. I feel you can change with the color combinations also.

On Dec.09.2009 at 03:47 AM

Carlos Alvarado’s comment is:

Carlos’s comment is:
I really like it. I don't think Helvetica is outdated. I think it's timeless and classic.
But people do not worry to much about the logo wait untill the opening ceremony and you will see a first class restaurant and high profile banquets facilities that you will be proud of sooooooooooooooostop and wait.

On Dec.09.2009 at 11:22 PM

Phil’s comment is:

This just looks like it was slapped together in the space of a coffee break. The colors really look off compared with the NXP and icesave marks shown above, which are fine.

Of course, this is all irrelevant given that the whole translucent thing went out of style at least 5 years ago.

On Dec.17.2009 at 03:12 PM

Q. Pheevr’s comment is:

Bryan Kulba said: I don't know if any people who've commented on this are actually from Edmonton, or Alberta....

What, you didn't notice the comment from Ralph Klein? ;-P

On Jan.15.2010 at 03:04 PM