Serpentine Galleries + The Magazine

Brand identity, print and wayfinding

2013–2016

In 2013, Serpentine Galleries acquired a new venue and became a ‘twin galleries’ on either side of the Serpentine Bridge. The newly acquired venue, reconfigured by Zaha Hadid Architects, serves as a platform for innovative and exciting artistic exploration.

The strategic programme, led by Brian Boylan, has positioned Serpentine as an open landscape for arts and culture. The new identity expresses the spirit of openness; the logo’s aperture allows content and new ideas to come through in an ever-changing manner.

The logo’s typeface, combining sharp and rounded corners, is both challenging and approachable, thought-provoking yet also conveying Serpentine's democratic spirit.

The brand’s typeface, designed by Patrick Giasson, creates a distinctive new voice for Serpentine. The sharp and modern typography, with its unique geometry and proportions, is derived from the logo but also complements it.

In addition to the Serpentine Galleries identity, a separate identity is designed for "The Magazine" restaurant located under the roof of the new structure designed by Zaha Hadid.

The Magazine’s logo draws inspiration from the organic and fluid form of the architecture, while also reflecting the innovative approach of the restaurant's head chef, Emmanuel Eger, and is connected back to Serpentine’s identity through the use of the brand’s typeface.

Pentagram partner and creative director
Marina Willer

Design team
Marina Willer, Ian Osborne, Hamlet Auyeung, Jack Gilbey, Ben Dolphin, Ana Estrugo

Typography
Patrick Giasson

Wayfinding design
Daniel Weil

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Studio Nopqrst ∙ Hamlet Auyeung

Design and visual communication

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