Editing Tate (section)

==Logo and brand==
The Tate logo was designed by international brand consultancy [[Wolff Olins]] in 2000 as part of a larger rebranding effort focused around the idea "look again, think again."  The museum uses a range of logos that move in and out of focus, "suggesting the dynamic nature of Tate – always changing but always recognizable"<ref>{{Cite web|url=http://www.wolffolins.com/work/tate|title=Tate – Wolff Olins|accessdate=22 March 2022|archive-date=22 August 2014|archive-url=https://web.archive.org/web/20140822235205/http://www.wolffolins.com/work/tate|url-status=dead}}</ref>  Variations include a standard logo, a blurred version, a faded version and a halftone version consisting of dots rather than smooth fading.<ref>{{cite web|url=http://www.logodesignlove.com/tate-logo-design|title=How effective are the Tate logos? – Logo Design Love|date=6 May 2008|access-date=6 January 2012|archive-date=4 September 2018|archive-url=https://web.archive.org/web/20180904153929/https://www.logodesignlove.com/tate-logo-design|url-status=dead}}</ref> An update on the brand, designed by North, was released in 2016.<ref>{{cite web|url=http://www.underconsideration.com/brandnew/archives/new_logo_and_identity_for_tate_by_north.php|title=Brand New: New Logo and Identity for Tate by North|first=UnderConsideration|last=LLC}}, Retrieved 18 May 2023</ref>