TSBA Group builds National Portrait Gallery programme

The National Portrait Gallery has welcomed a number of new licensees as it gets ready to re-open its doors to the public on 22 June, following the launch of its new brand identity.

The National Portrait Gallery has developed a fresh visual identity to better reflect its role as a gallery that is of people, for people, telling the story of Britain’s past, present and future through portraits.

Its initials now appear as a monogram reflecting motifs from the Gallery’s history – ‘NPG’ can be seen throughout the Gallery building, within the metalwork of railings, embossed onto furniture and as part of original mosaics. This is coupled with a fresh, modern colour palette, inspired by materials in its archive, and a bolder use of the Gallery’s collection of portraits to create a distinctive new look and feel.

Alongside this activity, TSBA Group – the National Portrait Gallery’s global licensing agent – has signed The Tea Makers of London and MuseARTa as new licensees.

The Tea Makers of London specialises in single-origin, fully traceable, estate-grown teas and teaware. Licensed products will include loose-leaf tea and teabags in tins and cartons, tea scented candles, teapots, cups and saucers and hampers.

MuseARTa, meanwhile, will develop socks, towels and tea towels featuring iconic portraits from the Gallery’s collection.

In addition, existing licensee Licensed To Charm has launched its second collection of jewellery – inspired by the favourite tiara of the late Queen Elizabeth II worn in a portrait by Dorothy Wilding taken shortly after her accession and including earrings, necklaces and a bracelet. Licensed To Charm will also create a capsule collection of jewellery to celebrate the Gallery’s reopening.

“We are delighted to welcome new licensees to the Gallery’s roster in time for the reopening this year,” commented Jo Edwards, head of global licensing at TSBA Group. “This is a historic moment for the Gallery and, with its rebrand and focus on putting a spotlight on previously unseen portraits in the Collection, it is a great time for licensees to come on board.”

Denise Vogelsang, director of communications and digital at the National Portrait Gallery, continued: “We are delighted to be working with TSBA, and sharing our new brand with partners, following the culmination of a collaborative creative process with audiences, staff and stakeholders, led by our partner agencies Edit Brand Studio and Boardroom Consulting.

“The new brand expresses our ambition to be a place for everyone, full of life and filled with life stories and we are excited to reopen our doors in June.”

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