Logo and Brand
The Tate logo was designed by international brand consultancy Wolff Olins in 2000 as part of a larger rebranding effort focused around the idea "look again, think again." The museum uses a range of logos that move in and out of focus, "suggesting the dynamic nature of Tate - always changing but always recognizable" Variations include a standard logo, a blurred version, a faded version and a halftone version consisting of dots rather than smooth fading.
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