Double G Studios has designed a new moving identity for the Tate to use online and for its gallery film and video content.
Led by creative director Grant Gilbert, the consultancy won a creative pitch in October 2010, responding to the Tate’s brief that the identity must be ‘instantly recognisable’ and that the brand ‘must increase the awareness of Tate as a broadcaster of arts programmes and tie in with Tate’s current off-air identity’.
The consultancy created several abstractions of the Tate logo through animation and screened and filmed the results on a 4.5m-wide LED screen in Tate Modern’s Turbine Hall, before manipulating the footage with effects ‘to create a mood and atmosphere that fitted the spirit and diversity of the video content,’ says Gilbert.
The new identity will start to be rolled out across all Tate websites and its four galleries within the next week. It will be followed by a new moving identity for Tate Shots, a programme screened on the Tate Channel, found on Tate websites.