Typography for the Perth Institute of Contemporary Arts draws from its distinctive architecture

Founded in 1991, The Perth Institute of Contemporary Arts (Pica) stands on the site of the Perth Boys School building, where it helped foster the city’s burgeoning creative scene whilst supporting countless up-and-coming contemporary artists. Now, some 30 years on, having garnered a significant international reputation, the institution sought an aesthetic refresh – one that better mirrored Pica’s ambitious approach to contemporary art as well as the esteemed nature of the organisation itself. Turning to branding studio Block, the Perth-based team did just that, establishing a ruminative visual identity for Pica under the brand notion: ‘Cultivating the Provocative. Provoking the Culture’.

Working within Perth’s cultural sector is nothing new for Block, having worked locally in the scene since its founding in 2002. “Living and working in a relatively small, famously isolated city, we’re passionate about fostering a community that values creativity,” co-founder and creative strategy director Mark Braddock tells us, having partnered with grassroots and emerging artists for over two decades. “Our aim was to design a visual identity that transcends subjective aesthetics,” Mark continues, turning to Block’s approach to Pica’s rebrand, “allowing the look and language to evolve organically,” resulting in an ever-evolving identity. “We embrace all reactions – positive or negative,” he continues, “because they capture what it means to be the ‘Grit in the Oyster that is Western Australia, around which Pearls grow.’”

The bedrock of the visual identity comes in the form of a bespoke typeface inspired by the physicality of Pica’ building, making up the robust wordmark which leads the brand. “Inspired by the old school’s architecture,” Mark details, “each glyph’s dimensions reflect the unique entrance tower,” culminating in shrine-like, palladian letterforms that ground the brand within the physical and cultural space it inhabits. “This approach ensures that Pica is seen as more than just a venue,” he adds, “it’s an essential part of Perth’s artistic fabric,” or, as Block suggests, the ‘Agnostic Temple dedicated to The Now and its Stories.’ “The building’s arched entrance, symbolising the flow of people, ideas, and creativity,” Mark continues, “became a perfect metaphor for the connection, support, and protection Pica offers to contemporary arts practitioners.”

Alongside the custom lettering, the visual identity opted for an unconventional approach to colour whereby they forgo individual precise tones in favour of something bigger. “Our ‘All the Greens’ colour palette, inspired by Agatha Gothe-Snape’s site-specific artwork, embraces her concept of ‘undisciplined’ greens,” Mark explains, reflecting Pica’s fluidity and adaptability as a cultural institution. “Instead of a single, rigid tone, any green can be a Pica green,” he recalls, “whether it’s found in the trees surrounding the building, the clothing of visitors, or within the exhibitions themselves.” 

Again drawing on Pica’s context to inform the identity, this chromatic notion refers to the exhibition, A Spacious Central Location that PICA curated in the 1990s. “Here, the original green of the Perth Boys and Girls School walls was uncovered and used in a piece,” he remarks, “further connecting Pica’s brand identity to its physical and historical context.” As a result, the identity becomes an organic element of the environment it’s in, embracing, as Mark suggests, a “flexible, site-specific” approach. “Pica’s visual identity is able to adapt and evolve with each new exhibition,” Mark concludes, “while still maintaining a cohesive brand presence.”