Gallery: This Slick Logo Hides a Smart Strategy for Modern Media
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The Serpentine Galleries' new visual identity was designed by Pentagram’s Marina Willer and Wolff Olins’ Brian Boylan. *Image: Pentagram*
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The new logo features a brand new typeface and most notably, a big, gaping aperture that can be resized and repositioned anywhere in the word Serpentine. *Image: Pentagram*
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It's meant to project a sense of openness. *Image: Pentagram*
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It was unveiled to coincide with the opening of the Zaha Hadid-designed Sackler Gallery. *Image: Pentagram*
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The entrance to The Magazine, The Serpentine's restaurant. *Image: Pentagram*
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The restaurant's menus are meant to reflect Hadid's undulating structure. It's one of the more successful applications of the new branding. *Image: Pentagram*
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The new branding in front of Sou Fujimoto's temporary pavilion. *Image: Pentagram*
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The typeface, with its mix of sharp and rounded edges is supposed to be "approachable, welcoming and thought-provoking and challenging." *Image: Pentagram*
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Logos require a new level of elasticity since they’re going to be used on signs, paper, tablets, web and in video. *Image: Pentagram*
