Tate Modern / Rebrand
Brief set by Ravensbourne University
In this project, I explored Tate Modern through extensive visual research and on-site observations to capture its unique essence. My goal was to create a motion-based icon that conveyed Tate Modern’s identity in an abstract, three-color design rather than a literal representation. This animated icon, along with a carefully developed visual language—including typography and color palette—formed the foundation for a cohesive communication style and brand identity. This process emphasized creativity in abstraction and established guidelines for consistent application across various design contexts.
The Tate Modern logo features seven pillars, with a taller central pillar representing the building’s architecture. This design captures the concept of "a window into creativity," inviting exploration of Tate Modern's artistic diversity.
I created a logo animation for Tate Modern, using seven colors to represent key principles of the museum. This animation brings the logo to life with dynamic movement and color.
For these seven posters, I expanded the middle section of the logo to reveal different "windows into creativity," each representing a core principle: Future, Creativity, Culture, Community, Education, Art, and Progression.
The colors represent Tate Modern's principles: light blue for Future, yellow for Creativity, pink for Culture, orange for Community, dark blue for Education, red for Art, and purple for Progression.