Which do you like?
Set in Bodoni, it brings the three letters of the museum’s nickname, V&A, together as a unified symbol, achieved by Fletcher’s decision to remove half of the letter ‘A’ and then use the ampersand to reinstate the missing crossbar. The resulting mark is distinctive but elegant. MORE
Wolff Olins designed the current Tate mark as part of a rebrand of the entire Tate organisation in time for the launch of Tate Modern in 2000. “We created a new brand for them when Tate Modern was being built,” says Marina Willer, creative director at Wolff Olins. “We needed to create something to unite all the different Tates.” This notion of an arts organisation as a brand was unusual (and controversial) at the time, though has since become common practice. MORE