Tate

Tate Identity

Helping Tate make their leap into the digital world, we developed a moving identity for an arts organization that never sits still.

Tate is a beacon of British art. As experts in brand design, we were asked to redesign their identity to make it fit for a moving world.

Our concept, inspired by the galleries’ dazzling collections, was first animated and then filmed from a large LED in the famous Turbine Hall. The upshot was a proud affirmation of the brand’s cultural status.





What we did:



CLIENT Tate

DESIGN AND DIRECTION DBLG

DOP Tom Swindell

LED WALL INSTILLATION Digital Insanity

Process

Knowing how the floor reacted with light, colour would always play a big part of this film. We built a five meter digital wall on which we played dozens of animated Tate logos plus patterns inspired by the gallery’s work.

The result was filmed on four digital cameras using a mixture of long and wide angle lenses.

Behind the scenes

Filming within the Turbine Hall of the Tate gallery provided the perfect setting for our large digital screens. Reflecting off the well-trodden concrete floor, the moving identity reacted  perfectly with the gallery environment. See if you can spot the crack in the gallery floor…