"Style is a different thing to caring about the visuals. I try not to have a style, although I have one! That's why collaboration is important." -Sara De Bondt
Milton Keynes Gallery underwent a rebrand in 2009 run by Belgian designer Sara De Bondt.
The static identity of something is usually made up of a set colour palette, typeface and logo. Sara De Bondt wanted to rebrand the gallery without any of these things in the attempt to show design flexibility and visual variety; all elements found in the Gallery.
The website changes colour and typeface with every refresh, but the layout remains the same. The typefaces used are the 6 system fonts on both Apple and PC This concept is very engaging and as a viewer you would be interested as to why this design decision was made.
The name was changed from 'Milton Keynes Gallery' to 'MK Gallery'. The grid-square system present throughout a lot of the galleries new design was used to reflect the way Milton Keynes as an area was designed as a grid system.
The new design follows a framework, but with flexibility such as when the boxes of information fill up, they just fall onto the next line etc. . The word 'MK' on each of the different webpages stays in the same place and the 'M' and 'K' have been designed to form a single letter.
The design communicates the fact that a static identity is no longer needed for people to recognise a brand and that moving away from this tradition could make the brand more powerful.
Reference: http://www.mkgallery.org
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