London’s Serpentine Gallery Gets A Logo Rebrand [Pics]
Pentagram gives London art institution a brand identity that's ready for print and screen.
The Serpentine Galleries (formerly singular) in London have a wonderfully flexible new brand identity courtesy of Pentagram.
After recently expanding their space, opening Zaha Hadid‘s Sackler Gallery just a few weeks ago, the cultural institution felt it needed a complementary logo refresh. The resulting design features a brand new typeface and an oblong gap that can be repositioned between any two adjacent letters and filled with varying images to represent the galleries’ multifaceted purpose — it’s an art house, a restaurant, a cultural landmark — and new philosophy of openness.