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"Identity"
By Dexter Sinister
2010: Open. Diverse. International. Entrepreneurial. Sustainable.
Always changing, always Tate.
Tate solid becomes Tate porous.
Tate foreground becomes Tate background.
Tate fixed-size becomes Tate flexible.
Branding is moving into nations, regions, cities and what is increasingly being described as the “third sector”—those cultural organizations that do not exist to make a profit.
Sometimes doubtfully, sometimes reluctantly, art institutions have adopted the idea of brands—usually in a limited way. Now they need to fully embrace it.
Download the PDF here.
