Serpentine Galleries

Marina Willer created a new identity to express the spirit of openness. 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.

The logo’s typeface was specially designed by Pentagram. With a combination of sharp and rounded corners, it is both challenging and approachable; thought-provoking, but also conveying Serpentine's democratic spirit.