North reviews Tate visual identity – will it lead to rebrand?

Tate says it is reviewing its identity but may hold on to “core assets” of the existing branding, which was created by Wolff Olins in 1998.


North is working with Tate to review the gallery’s visual identity ahead of the launch of the new Tate Modern next year.

Tate says the work follows the development of a new brand proposition, but does not necessarily mean its logo or typeface will be replaced.

The current Tate identity was developed in 1998 by Wolff Olins and Tate says this has helped it “become one of the most recognised and celebrated cultural brands in the world”.

Tate logo and typeface may still stay

The gallery adds: “It should, therefore, not be assumed that Tate is seeking to replace the core assets of its existing visual identity, principally our logo and typeface.”

Tate says it wants to take “an intelligent and considered approach to the evolution of [our] brand.”

As part of the work, North will be asked to conduct an audit of the current visual identity system and to make recommendations for its development.

Work comes ahead of 2016 Tate Modern relaunch

Once a new visual approach has been created, the consultancy will then be tasked with bringing it to life on marketing materials, digital touchpoints and the physical gallery spaces, as well as creating a new set of visual guidelines.

The contract is valued at around £150,000.

The visual identity work comes as Tate plans to relaunch Tate Modern next year. The gallery is set to open a new extension, designed by architect Herzog & de Meuron, which it says will almost double exhibition and display space, as well as adding more cafes, terraces and concourses.

Ad agency Grey appointed to work on marketing campaigns

Tate has also appointed Grey to work on marketing campaigns for the Tate Modern relaunch as well as the launch of the new Tate St Ives in 2017 and existing exhibition and learning programmes.

The ad agency will be tasked to “develop innovative ideas that respond to and articulate Tate’s newly developed brand proposition, and to extend the reach and appeal of Tate among our target audiences”.


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