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TM by Mark Sinclair

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TATE

Wolff Olins1999

The current Tate mark was designed as part of a rebrand of the entire organization in time for the launch of the Tate Modern gallery in London in 2000. The redesign of the Tate brand was undertaken as the new gallery was being built in the shell of the Bankside power station in Southwark, a couple of miles down the Thames from the original Tate Gallery, which had occupied its site in Pimlico since 1897, formerly as the National Gallery of British Art, and then becoming the Tate in 1932.

The existence of this vast new space meant that instead of continuing the location-derived names of the Tates at Millbank and Bankside, an opportunity arose to start again in the capital as Tate Britain and Tate Modern – a way to signal what ...

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