Graphic Thought Facility

Serpentine Gallery – Identity, 2009, image 1
Serpentine Gallery – Identity, 2009, image 2
Serpentine Gallery – Identity, 2009, image 3
Serpentine Gallery – Identity, 2009, image 4
Serpentine Gallery – Identity, 2009, image 5
Serpentine Gallery – Identity, 2009, image 6
Serpentine Gallery – Identity, 2009, image 7

Directors Julia Peyton-Jones and Hans Ulrich Obrist’s cutting-edge curatorial programme has given the Serpentine Gallery a global reputation, reaching far beyond its Hyde Park location. The gallery needed an identity that would address both its local and worldwide audiences and support the development of more streamlined, cost-effective communications material.

The new Serpentine typeface was a modified version of Monotype Grotesque 215 and 216. Selected for its Englishness – it would not have felt out of place in Hyde Park a century ago – the fonts were redrawn to optimise performance across all gallery communication materials.

In early 2009, 2D barcodes were just coming into use. Recognising that this technology could fast-track browsers to the gallery’s content-rich website, GTF proposed adding a modified code to the identity: a global symbol that would also convey the gallery’s unique location within the greenery of the park. As yet, this proposal has not been realised.

Campaign Fedrigoni Image library
Campaign Vitra Vitra Classics
Campaign Kvadrat Kittens
Campaign Frieze Art Fair Fireworks
Campaign Kvadrat Shapes
Campaign Shakespeare’s Globe Theatre The Season of Regime Change
Exhibition Somerset House Miles Aldridge: I Only Want You To Love Me
Exhibition Science Museum Who am I?
Exhibition Art Institute of Chicago GTF: Resourceful Design
Identity Fedrigoni Paper Box
Identity Design Museum Identity
Identity Frieze Art Fair Identity
Identity Habitat Identity
Packaging Royal Doulton Olio
Packaging Herman Miller Formwork
Product Graphic Thought Facility MeBox
Publication Gagosian Catalogues
Publication Fendi The Fendi Set
Publication Richard Avedon Foundation Avedon Advertising
Publication Dior Dior Images: Paolo Roversi
Publication COS Creating with Shapes
Publication Gagosian Gagosian Quarterly
Publication Thames & Hudson M to M of M/M (Paris)
Publication Bloomsbury Heston Blumenthal at Home
Publication Gagosian Crash: Homage to JG Ballard
Retail Vitra VitraHaus
Wayfinding Hult International Business School Wayfinding