Whitechapel Gallery

Whitechapel Gallery

Founded in 1901, the Whitechapel Gallery sits in the heart of London’s East End, one of the most diverse and creative quarters in the world. The gallery quickly gained a reputation for its bold program of exhibitions and educational activities, delivering the first shows of David Hockney, Gilbert & George and Richard Long.

The Whitechapel plays a unique role in London’s cultural landscape enhancing East London’s reputation as a natural home for experimental art. The radical nature of the gallery was a key element of the brief and is reflected in our approach to the identity.

The ‘graphic plinth’ forms the backbone of the identity, it holds information in relation to exhibitions and also acts as a mark on books spines etc. It is supported by bespoke contemporary lettering and a broad colour palette. The placement of the identity is flexible, allowing for sensitivity to the artworks it sits alongside. The artworks themselves are always shown in close-up, the idea being that The Whitechapel brings you closer to the art.