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.

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