Tate reviews visual identity

Tate says it is looking to review its visual identity but will not necessarily replace its Wolff Olins-designed logo and typeface.

The current Tate visual identity, by Wolff Olins
The current Tate visual identity, by Wolff Olins

Tate is seeking a consultancy to help it review its visual identity ahead of the launch of the new Tate Modern next year.

Tate says that it has recently developed a new brand proposition and wants to overhaul its visual identity to bring it into line with this. The gallery says it is “seeking an intelligent and considered approach to the evolution of the Tate brand”.

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”.

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.”

The current Tate visual identity, by Wolff Olins
The current Tate visual identity, by Wolff Olins

Tate says that the appointed consultancy will be asked to conduct an audit of the current visual identity system and to make recommendations for its development.

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.

In a separate brief, Tate is also seeking a creative consultancy to work on marketing campaigns for the relaunch of Tate Modern in 2016, as well as the launch of the new Tate St Ives in 2017 and existing exhibition and learning programmes.

Tate Modern 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.

Tate says it is looking for a consultancy that will “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”. This contract is valued at around £100,000.

The deadline for receipt of tenders or requests to participate is 6 April. For more information and to apply, visit www.delta-esourcing.com.

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