Serpentine Galleries

Brand Identity

Brand identity and print materials for the newly opened gallery in Hyde Park, London.

Image: Mel Duarte

Image: Mel Duarte

Image: Gregory Krum

Image: Gregory Krum

Image: Andrew Holt

Image: Andrew Holt

Image: anothermountainman

Image: anothermountainman

Pentagram created a new identity to express the galleries' spirit of openness.

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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.

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‘The Conductor’

Brand Identity, Film & Motion Graphics

Identity and motion graphics for a documentary on Marin Alsop, the first woman to lead major classical orchestras around the world.

Serpentine Galleries