True North creates campaign for Tate Liverpool exhibition

True North has created the identity and promotional campaign for an exhibition of work by video artist Nam June Paik at Tate Liverpool and the Foundation for Art and Creative Technology in the city.

The consultancy was appointed in July after it was approached directly by Tate Liverpool.

True North was briefed to create an identity and campaign that would work across a variety of different channels, including digital homepage banners, six-sheet boards, press advertising and both of the exhibition sites.

The consultancy was required to use the Tate’s corporate typeface but was allowed to customise it however it wished.

True North creative director Alan Herron says, ‘We wanted to give the type the elements of something from the screen, but not something too modern.’

The consultancy created a crackly typeface, reflecting the retro quality of Paik’s work, and chose cyan for the typeface because of its role as a process colour, says Herron.

To accompany the typeface, True North selected a similarly retro robot created by Paik from a selection of works, because it was ‘engaging and had a Heath Robinson home-made feel,’ says Herron.

The exhibition runs at Tate Liverpool and Fact from 17 December 2010 to 13 March 2011.

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