Hello and welcome to this video
Gareth from TastyTuts.com
In this video we are going to look at the Tate logo
learn a little about the logo and the designer behind it.
The Tate logo was developed in 2000
at a design agency called Wolff Olins
designed by a team led in part by Marina Willer.
Marina Willer is a female Brazilian Graphic Designer and film maker
and has lived in London UK since acquiring her master's degree
at the Royal College of Art in the late 1990's
Marina has won awards for both design and filmmaking work.
For design Marina is known for in part leading teams
at Wolff Olins on brand identities for:
Beeline in 2005,
Southbank Centre in 2007,
and Oxfam in 2010.
To learn more about these brand identities you can read some case studies
on the WolffOlins.com website
links are in the description.
Among some of Marina's most well known work is the Tate logo.
What's interesting about the Tate logo
is that it was not a single logo
it was part of a logo system.
The Tate logo was actually 75 individual instances
with varying degrees of blur, focus and colour.
Various logos were used in a variety of instances across merchandise marketing
and other galleries around the country such as St Ives and Liverpool
So what type of logo is the Tate logo?
Well essentially the Tate logo is a Wordmark.
We have the word Tate but with what appears to
be a blur effect applied.
The blur effect is actually a halftone said to contain around 3,000 dot
To quote Wolff Olins:
We designed a range of logos that move in an out of focus,
suggesting the dynamic nature of Tate, always changing but always recognizable.
The blury logo system served up until 2016,
tho instead of scraping the logo system,
The existing brand was refreshed strengthened and simplified
by a design agency called North.
What resulted was a new single instance Wordmark
with a more clear halftone execution that still encompassed the blur quality from the previous.
The old logo contained around 3,000 dot the new logo contained around 340 dots.
So what do I think about this logo?
Well I like how the logo system challenged common design rules
that state a reoccurring image is the only way to build strong brand recognition.
The original Tate logo was part of 75 individual instances
which created a rich and dynamic brand identity
a philosophy of look again, think again, always changing but always recognizable.
This is a really interesting concept
captured in the logo system.
This logo system helps redefine what a logo can be.
This example suggests how a logo can play a larger part in marketing
where it can be altered and used in various contexts.
So what can we learn about this story?
Well in 2016 they chose to do away with a logo system of 75
and instead go for one simplified instance, designed and developed by an agency called North.
To quote North's Sean Perkins:
There were over 75 logos to choose from,
the application had gotten messy.
They were paralyzed because every time they designed anything
there were so many potential expressions.
Having no rules which was the original idea behind the brand
led to it looking tatty.
The lack of consistency was getting in the way of engagement with people.
So as interesting creative and quirky and logo system can be in theory.
Having multiple permutations of logo can actually be hard to use
The idea and concept can be interesting
but is the application practical?
When creating a logo if you're interested in developing a logo system
consider the pros and cons
and be sure that the system ads and lift the identity rather than compromise it.
If you'd like to learn more about Marina Willer and the Tate logo system
you can find some links in the description to some videos and websites .
So that's one of many logos and designers I have spoken about.
If you enjoyed this video and want to watch more like it
You can see more episodes in the Famous logos playlist,
link is in the description.
Well I hope you enjoyed this video.
If you did hit the like button on my Facebook page.
If you'd like to see more videos like this in future hit the subscribe button
and you can follow me on twitter @TastyTuts
So until next time have fun guys
and I'll see you in the next video!
For more infomation >> How to draw animals for kids, Drawing Elephant Easy and painting colors pages - Duration: 11:17. 
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