Created by Wolff Ollins, the Tate logo appears to break the norms of logo design, as the variation of the blur affect differs to each logo. The variations are quite slight so it doesn't appear to effect the ability to recognise to this world wide know name. It is a really modern concept and visual in comparison to some gallery logos - its not a typical gallery logo, and the colours used throughout are fresh and contemporary. Another important element as well is they are memorable, apart from knowing that Tate is a gallery, there is nothing in the logo to suggest it is a gallery or art space, but the recognition built up from the brand helps this. The logo is versatile for whatever it is transferred on to, tote bags, carrier bags, key rings, badges, flyers, posters, banners, pencils, rubbers, you name it!
From Tate:
'There are a number of variations of the Tate logo, or mark. They range from a standard logo to a blurred version, a faded version and a halftone version (dots rather than smooth fading). The marks have no fixed size or position and they are not connected with one particular Tate site. The Tate mark helps to build a brand that is fresh and fluid, but has some consistency – one Tate, with constantly changing expressions.'
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