National Galleries of Scotland (NGS) has started searching for a “creative partner” to oversee a rebrand, aiming to appeal to a wider range of visitors.
NGS is hoping a new visual identity will help it “create more audiences and diverse groups”, and has opened a tender process with a 25 September deadline for submissions.
The organisation will then create a shortlist of six submissions, and expects to have appointed a partner by the end of the year.
NGS manages the Scottish National Gallery, which is Scotland’s third most popular visitor attraction, and the Scottish National Gallery of Modern Art, which saw visitor numbers increase by more than 20% last year.
The group also runs the Scottish National Portrait Gallery, which increased visitor numbers by 11% in 2017. All three NGS sites are in Edinburgh.
Leanne Mabberley, the head of marketing and communications at NGS, said: “Over the last year or so, the galleries have been looking at who the audiences are and who we’re looking to appeal to in the future, so that we keep evolving and making sure we’re relevant.”
She added that the rebrand is part of a wider review of how the NGS runs its exhibitions and activities.
“There’s been quite a lot of detailed work done looking at the kinds of people we want to engage with more, and the people currently coming through our doors,” Mabberley said.
The search comes as work on NGS’s major capital project, Celebrating Scotland’s Art, continues to be hit by delays.
The project was due to begin in March 2017, but was stalled after NGS discovered its cost and timeframe would be greater than expected.
A start date is yet to be confirmed, and NGS said an announcement about the project’s future will be made in the near future.