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AREA 17

AREA 17

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AREA 17
Index

National Gallery of Canada

Representing Canada through Ankosé

As Canada’s preeminent visual arts organization, and comprising the largest collection of contemporary Indigenous art in the world as well as the country’s largest Canadian and European collection of art, The National Gallery of Canada represents Canadian identity on a world stage.

Coinciding with the launch of its strategic plan to address systemic shifts to their institution, the Gallery engaged AREA 17 to transform its brand to reflect the important work it was doing to decolonize the museum, decenter narratives, amplify new voices and reframe art within a broader and more inclusive context.

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Ngc 03 Color
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Courtesy of National Gallery of Canada
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The new brand needed to reflect the organization’s efforts of reconciliation with First Nations, Inuit and Métis people, as well as encompass a more inclusive perspective of Canadian art and culture. Working with national focus groups across the country, and with an advisory council of Indigenous Elders from the nearby First Nations community of Kitigan Zibi, the National Gallery of Canada developed a brand with AREA 17 that incorporated an Algonquin word into the brand.

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Ngc 06 01 Tag
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Ngc 06 02 Totebag
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Ngc 09 Map
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Ngc 10 Billboard

The word is Ankosé, and it means "Everything is Connected", "Tout est Relié". It means that we are all connected, to each other, to the land, the water, the sky, to art that surrounds us, to the past, present and future. It is a call to action for people to see beyond the frame of the canon, the building, the narratives to see the limitless connections that exist beyond it.

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Ngc 11 01 Totebag
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Ngc 11 03 Building
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Ngc 19 Posters
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Ngc 14 Social

Like the word Ankosé, the brand is an open system of inclusion, and is ever changing. The entire system is devoted to shifting the organization from the geometry of a square (Western WorldView-Westminster Parliamentary Tradition) to a permeable circle (Indigenous World View and Governance System). The system is made up of the individual shapes of the logo, denoting the multitude of voices, ideas and perspectives that combine, shift, interconnect to create a larger whole.

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Courtesy of National Gallery of Canada
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Ngc 15 02 Social Ngc 15 01 Social
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Ngc 15 04 Social Ngc 15 03 Social
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Ngc 16 Brand Guidelines

"This is a strategic platform that walks the walk and demonstrates how this new era of decolonization, amplifying new voices, and being more inclusive can take shape in the context of branding." — Underconsideration


Brand New — Under Consideration
It's Nice That

The Brand Identity
Visual Journal
Museum Next

CBC News (Ottawa)

Art Critique

Radio Canada (French)

Art Daily

Ottawa Citizen

Communication Arts