We created a colourful and customisable identity system, inspired by building blocks – the universal symbol of creativity, discovery, and learning through play. But it’s not all fun and games. While the system encourages curiosity and experimentation, it always puts what matters most at the centre; no matter whether that’s a global issue, an exhibition title, or simply the name of a visiting child.

Using our colourful and flexible system the brand comes to life in application, the possibilities are endless — yet remain cohesive whether the identity is applied on a wall or letterhead — and establish a vibrant, playful personality for the ADC. Even if the main audience is kids and young adults, this still has a mature appeal to attract grown-ups.

The new logo is extremely simple, typesetting the name in Colophon’s Aperçu Mono and placing it in three equal color bars with a thin space between them. The plain structure then explodes into a range of possibilities by adding squares, images, textures, messaging, and more, staying consistent through the thin space between the elements and the bright color palette.

Since the strategic repositioning and new brand identity, ADC have been able to refocus their strengths in new directions. The organisation have since moved to a new space designed to be as flexible as their new brand, it can adapt from gallery space to workshop to guest lecture. A self funded education programme called Design Emergency pairs school children with skilled design practicioners in fun ideation sessions that teach the importance of creativity.

Their exhibitions are going from strength to strength attracting new audiences and re-engaging existing members. More recently they’ve teamed up with the Alain de Botton School of Life to continue on their journey of collaboration and design thinking. With a simple belief that creative thinking has the power to solve problems big or small. With the renewed enthusiasm and support of the creative industry, it feels like creativity is firmly on the agenda of education across Australia.

Australia has come a long way in the last half a century. But some things – like a conservative attitude towards the value of creativity – haven’t come far enough. For ADC, this was unacceptable. How could people solve the problems of the future, with the tired thinking and solutions of the past?

ADC needed to revolutionise Australian education – to inspire the next generation of Aussies to think differently, and equip them with the design thinking skills needed to change the world. But for that to happen, their brand (and business) had to change, too.

Having established kids as ADC’s new primary focus, we needed to find a way to communicate with them (without excluding our other audiences).

ADC has been one of Australia’s leading design institutions for the last 50 years. They’ve played a critical role in supporting design culture in our country, through touring exhibitions, fundraising and grants, industry events and more recently educational activities.

In 2015 we helped their business evolve, with a new strategy, brand identity and purpose. And now, committed to teaching kids creative problem solving skills, both ADC and our next generation are set for an exciting future.