The Serpentine Galleries are abuzz with newness. There’s the new Serpentine Sackler Gallery designed by Zaha Hadid Architects, which floats like an enormous steel tissue above the ground (Rowan Moore of The Guardian isn’t a fan). The Serpentine Galleries as a whole though received a new branding identity thanks to Marina Willer of Pentagram and Brian Boylan of Wolff Ollins.
The logo’s typeface was created by Ian Osborne, a designer in Willer’s team, is a combination of rounded and sharp corners. It’s sort of an odd combination but I think it works for this project. For some reason it reminds of typeface Raygun magazine would have used. The open block in the logo is a nice touch, but of course design jargon comes into play, as the designers state it’s “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.
Or it’s just a cool space to throw pretty pictures into. The logo does animated pretty well though as you can see below (and more evidence of the pretty picture idea). It’s got an abstract quality to it that definitely feels like something you’d see in a museum. To see more examples of the new identity click here.