Marina Willer of Pentagram Design and Bryan Boylan of Wolff Olins worked together to create a new design identity for the Serpentine Gallery of London, coinciding with the opening of the Sackler Gallery by Zaha Hadid. The duo began working on the project two years ago while Willer was at Wolff Olins. She said of the design, "We were looking at how to leverage the gallery site, which is an amazing space, but we also wanted to take it beyond the physical space and create a unifying brand." They also enlisted the help of Pentagram designer Ian Osborne for the logo design and Patrick Giasson for the overall project typeface.
A major design feature of the new identity is the window or "aperture" that moves from space to space in different variations of the logo (as shown in the animation below). The aperture is meant to represent the openness of the space and also references the Serpentine bridge that connects the Sackler and Serpentine galleries. For more information about the design identity, check out the Pentagram Design site.