Digital Editions
Newsletters
Subscribe
Digital Editions
Newsletters
Art market
Museums & heritage
Exhibitions
Books
Podcasts
Columns
Technology
Adventures with Van Gogh
Art market
Museums & heritage
Exhibitions
Books
Podcasts
Columns
Technology
Adventures with Van Gogh
Tate
archive

Adam Throup on the branding of the Tate

Part of the design team at Wolff Olins, he sums up the Tate's branding redesign

The Art Newspaper
30 April 2000
Share

“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'

TateDesignMuseums & HeritageCurationBranding
Share
Subscribe to The Art Newspaper’s digital newsletter for your daily digest of essential news, views and analysis from the international art world delivered directly to your inbox.
Newsletter sign-up
Information
About
Contact
Cookie policy
Data protection
Privacy policy
Frequently Asked Questions
Subscription T&Cs
Terms and conditions
Advertise
Sister Papers
Sponsorship policy
Follow us
Instagram
Bluesky
LinkedIn
Facebook
TikTok
YouTube
© The Art Newspaper

Related content

Tatearchive
30 September 2007

Tate to launch Tate Channel, a film and video resource

This ambitious project will serve as an archive, allowing unprecedented remote access to information and art

Judith Bumpus
May 2000archive
30 April 2000

Curator interview: Tate Modern's thematic hang

An exclusive interview with The Art Newspaper about the closely guarded secret: the thinking behind how the Tate Modern has arranged its art

Louisa Buck
Tatearchive
30 September 2006

Tate reveals what it spent in response to Ofili controversy

In an unprecedented move, the gallery has published the cost of all its purchases for the last two years

Martin Bailey