New Work: Serpentine
Last weekend saw the launch of The Serpentine Galleries with a new brand identity created by Marina Willer in collaboration with Brian Boylan. The Serpentine Galleries now include the new Serpentine Sackler Gallery, designed by Zaha Hadid, which opened on Saturday.
Brian Boylan developed the strategy to create a united brand for The Galleries, positioning Serpentine as an open landscape for arts and culture. The Galleries invite artists and audiences to explore, opening the idea of art and the many experiences it promotes.
Building on Boylan’s strategy, Willer’s team created a new identity to express this spirit of openness. The logo acts as an aperture, opening for different content and different ideas in an ever-changing way. It also acts as a bridge, echoing the actual bridge over the Serpentine that links the two Galleries in Hyde Park.
The logo’s typeface was specially designed by Ian Osborne, a designer in Willer’s team. With a combination of sharp and rounded corners, it is both challenging and approachable; thought-provoking, but also conveying Serpentine’s democratic spirit.
For the overall identity, a new typeface was designed by Patrick Giasson, creating a distinctive new voice for Serpentine. The sharp and modern typography, with its distinctive geometry and proportions, is a derivation from the logo but also complimentary to it.
The team created the graphic language, imagery, colour palette and all other brand elements. Pentagram’s Daniel Weil worked with Willer to create the signage system and for the Galleries both externally and internally. Willer’s team also designed the identity for “The Magazine” restaurant designed by Zaha Hadid. The identity is separate from Serpentine’s but connected to it.
Pentagram team: Marina Willer, partner and designer; Daniel Weil, partner and designer; Ian Osborne, Ben Dolphin, Hamlet Auyeung, Hiromi Suzuki, Jack Gilbey, designers; Jessica Samuel, project manager; Christian Carlsson and Hudson Powell, animation; Alex Canonico, sound track.
In collaboration with: Brian Boylan, strategist, Chairman of Wolff Olins