With culture gradually replacing sport as the West’s preferred recreational pastime, consumerism had ‘art’ in its sights.
Before the opening of Tate Modern in 2000, Tate seized the opportunity to broaden its audience by democratizing gallery going and shifting focus from ‘the collection’ to ‘the experience’. The iconography of traditional art institutions had to go, and a more accessible appeal put in its place.
Newlyn was commissioned to create a typeface that would reflect the new direction of the gallery.
A unique typeface was designed in two stages; the first being very close to VAG Rounded, but with the addition of new weights and italics.
The second stage shown here was a complete redrawing of the typeface in a more industrial and slightly more condensed style, and the addition of an Ultra Light weight.
The custom type reflects the new positioning and the growing appeal art in society and what is unique about Tate Modern.
