With a very literal visualisation of seeing the world from a different perspective, design agency, Wolff Olins, hoped to help bring the museum back from the brink by capturing attention, engaging people and challenging them to look a little deeper.
This is an exceptional example of how a very simple design can be used in an entirely new and creative way to make a really strong visual statement.
The freedom of use encouraged through the clever design style is absolutely fitting for a museum full of varied works, allowing the identity to grow and adapt its suitability ‘for all’; ‘for all’ being the mathematical definition of an upturned A! It may well have been a happy accident, but that little nugget surely helped gain acceptance!