Cheltenham Art Gallery and Museum re-branding revealed

The Wilson: C-MAG: A possible new name for the Cheltenham Art Gallery and Museum The Wilson option reflects Cheltenham-born arctic explorer Dr Edward Wilson
Fifty one: C-MAG: A possible new name for the Cheltenham Art Gallery and Museum The Fifty one option has been suggested as 51 is the number of the main building
C-MAG: A possible new name for the Cheltenham Art Gallery and Museum C-MAG is a design around the acronym of Cheltenham Museum and Art Gallery

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Three designs for a re-branding of Cheltenham's Art Gallery and Museum have been revealed for public comment.

C-MAG, The Wilson and Fifty One are concepts which have been developed between the borough council and Asha, a creative agency in the town.

The brands will be discussed by the council's cabinet on 17 September and, if approved, one will be unveiled when the gallery reopens on 5 October.

It has been closed since March 2011 for a £6.3m refurbishment.

'International scene'

A new extension has been built to increase exhibition and display space, with improvements also carried out on existing galleries and public spaces.

An artist's impression of the redesigned Art Gallery and Museum in Cheltenham The re-developed art gallery and museum will reopen on 5 October

When the building reopens, Cheltenham's Tourist Information Centre will also be moving in to share the space.

Members of the public have been invited to have their say on the three rebranding options.

The Wilson design is based on the Cheltenham-born explorer Dr Edward Wilson. Fifty One reflects the number of the main building and C-MAG is an acronym of Cheltenham Museum and Art Gallery.

Councillor Rowena Hay, cabinet member for sport and culture, said: "The art gallery and museum has always been a popular attraction in the town and now we have the chance to develop a brand that will promote this centre on both the national and international scene."

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