Tate
Helping Tate make their leap into the digital world, we developed a moving identity for an arts organization that never sits still.
Tate is a beacon of British art. As experts in brand design, we were asked to redesign their identity to make it fit for a moving world.
Our concept, inspired by the galleries’ dazzling collections, was first animated and then filmed from a large LED in the famous Turbine Hall. The upshot was a proud affirmation of the brand’s cultural status.
What we did:
Directing, Film, Concept, Design and direction, Production
CLIENT Tate
DESIGN AND DIRECTION DBLG
DOP Tom Swindell
LED WALL INSTILLATION Digital Insanity
Knowing how the floor reacted with light, colour would always play a big part of this film. We built a five meter digital wall on which we played dozens of animated Tate logos plus patterns inspired by the gallery’s work.
The result was filmed on four digital cameras using a mixture of long and wide angle lenses.
Filming within the Turbine Hall of the Tate gallery provided the perfect setting for our large digital screens. Reflecting off the well-trodden concrete floor, the moving identity reacted perfectly with the gallery environment. See if you can spot the crack in the gallery floor…
