Cheltenham Borough Council has been working with an internationally recognised, Cheltenham based creative agency, to create a new brand for Cheltenham Art Gallery and Museum. Arthur Steen Horne Adamson Ltd (ASHA) have developed three concepts for the brand.

For more information about the rebranding excercise, take a look at this shortened version of the rebranding document.

Please take your time to view the proposals below and send any comments you have to

The Wilson option

The Wilson

'The Wilson' styling option has been designed in mind of the famous Cheltenham born explorer, doctor, scientist and artist, Edward Wilson, and the history that makes up part of the collection of the Art Gallery and Museum.

The Wilson web option


The 'C-MAG' styling option is a simple, modern design around the acronym of Cheltenham Museum and Art Gallery.

C-MAG styling option for AGM rebrand
CMAG web option
The fiftyone option

Fifty one

The 'Fifty one' styling option was chosen because 51 is the number of the main building of Cheltenham Art Gallery and Museum.

The fifty one web option