The Tate branding has become some of the most iconic gallery/museum branding around the world. This article explains the 'rebrand' and how the studio North refreshed the branding for the new building and optimising for the current day.
As explained the branding was effective yet needed more structure and less logos.
This dot matrix logo has enough of a similarity to the old designs yet can be adapted to be changeable when needed.
“Our view was, they had something that worked; why throw that away?”
As explained bellow the branding need more order to make the in house designers job much easier and keep the whole brand consistent.
'If you look at the Barbican or the Whitney or the Stedelijk, there’s lots of beautiful expression and newness, but beneath it there’s a consistency that helps recognition and offers a guarantee of quality. With the Tate, the lack of consistency was getting in the way of that engagement with people.'
The redesign has proved very successful and this level of quality, variation and effective use of a brand is what will need to be achieved in this redesign project.
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