Village Green effortlessly balance colour and character within Tate Play’s ecstatic visual system

London-based creative studio Village Green have developed the lively, vibrant identity for Tate Play; an activity-based collaboration between the Tate and Uniqlo that brings together children through an array of engaging events held within the London-based institution’s renowned Turbine Hall. Created with the shared goal of making art accessible for all.

Working alongside the two commercial heavyweights, Village Green crafted a bright, playful and – most importantly – fun graphic system. One quite literally brought to life through its anthropomorphic graphic features and energetic animation; entertaining the notion that a face or expression communicates a thousand words. Taking over the Tate at each event, the resulting characters, patterns and textures culminate to create an encouraging world of their own. A world whose charm and graphic exploration of colour and form is unavoidably charismatic and engrossing, whilst working within the Tate’s existing identity system.

Providing the systematic backbone to the identity is the flexible modular structure, optimised to effortlessly accommodate each format required across the gallery space, as well as remaining consistent – and indeed striking – when being utilised in Tate Play activities, crafts and games. Attending to both adults and children alike.

Village Green

Tate Play