North evolves Tate identity to be more adaptable


North has updated Tate’s visual identity with a redrawn logo and new typographic design. The agency has moved the whole of Tate — including all four galleries and the digital space — to one logo instead of multiple logo variations, simplifying the branding to adapt to a range of media.

The original branding was created by Wolff Olins to coincide with the opening of the Tate Modern in 2000. It was one of the first adaptive logos on the market, and way ahead of the curve.

The Creative Director that produced the original was graphic designer and filmmaker Marina Willer. I remember attending a Typographic Circle talk in 2011, with Marina as the guest speaker and was fascinated by her drive and passion. Unsurprising that Marina went onto become a Partner at Pentagram.

This refresh has been rolling out from January this year, culminating with the launch of the new Tate Modern building, Switch House, an extension to the original Boiler House building, which opened on Friday 17 June.

North has updated Tate’s visual identity

North, were approached to review the existing identity last year, and chose not to redesign but “evolve” the branding because starting from scratch wasn’t necessary. “For us to propose getting rid of the identity system entirely would be irresponsible and a selfish act as designers,” says Jeremy Coysten, also a partner at the agency.

It must have been quite tempting to come in and completely reposition the brand. But it is to the credit of Wolff Olin’s original work that the iconic logo has remained. Well played! Brilliant!

Source: It’s Nice That