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
‘The Magazine’ identity design
Hamlet Auyeung
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