“We’ve always had four key words that sum up the background: ‘Inviting’, ‘Challenging’, ‘Open’ and ‘Changing’; we wanted a mark that it wasn’t monolithic, but that’s always fluctuating and that comes across as softer and more tactile. In terms of design it can either be in the background or it can take centre stage. It can literally be turned up or down. Hopefully it’s also a reflection of what the curators are doing; it’s challenging preconceptions and ideas. You can tell multiple stories and combine past and present together, all through a present-day eye. We were excited by the idea of producing something that could be a bit more playful. Rather than thinking about it as print, it’s central manifestation was as a physical presence to be put on the front of a building—that could be intensely bright to give an idea that this place is open, exciting and never static. It’s got to be allowed to encompass a vast spectrum of art and ideas from 500 years ago up to the Turner Prize, to signal four different sites, Modern, Britain, Liverpool and St Ives, and also present itself as something that is a singular Tate.”
The cost
Mostly pro bono, with a small (undisclosed) fee to cover costs.
Originally appeared in The Art Newspaper as ‘The branding of the Tate'
