A bold new chapter for Turner
23 June, 2025
As we mark 250 years since the birth of JMW Turner, we’re excited to launch a new identity inspired by the artist's radical spirit and his connection to the Kent coast.
Over the past couple of years, we’ve been listening—to visitors, supporters, local businesses, staff, and the artists and creatives we work with—to understand what you value about the gallery. What we heard was clear: people want us to be a place that not only honours the radical and timely artists we exhibit, but one that’s deeply connected to our community and coastline.
We’ve taken that insight and used it to inform a renewed brand purpose and audience strategy for Turner Contemporary: a shared ambition that guides our exhibitions, events, learning programmes, and our role in Margate.
The big idea
Going forward, we’re committed to championing creativity in a way that celebrates and connects art, people, and Margate.
That means sparking curiosity through art, ideas, and creative expression. It means linking the work in our gallery to the vibrant coastal community we call home—and sharing it all with the global audience that comes to visit.
We’re already making changes to put this vision into practice—starting with a new visual identity.
A visual identity for an ambitious arts organisation
We sought a design partner with both experience and clout to lead the development of our new identity. Following a UK-wide selection process, we partnered with the internationally respected design consultancy Graphic Thought Facility (GTF) to create a visual identity that clearly communicates who we are. We've worked closely with GTF for over a year, and the result is an accessible, welcoming system for signage, posters, social media, and the gallery environment—one that reflects Margate’s unique culture and the world-class quality of our programme.
At the heart of the identity is a logo that’s fluid, dynamic, and forward-facing—just like the world we’re part of. A bold, angular wordmark places us confidently among major international galleries while retaining a distinctive Margate edge.
Alongside the visual identity, we’ve developed a new verbal identity that’s open, conversational, and designed to welcome anyone curious about art. It invites dialogue around the work, our community, and the importance of free access to art and creativity for all.
A website that puts users first
We’ve kicked off our brand rollout with the launch of our new-look website, designed and built by One Darnley Road. They worked side-by-side with us to deliver a modern website and design system for our digital communications, and to help us develop a digital content strategy. The result is a website and email communications that are not only intuitive but enjoyable to use—making it easier for users to find what they need and discover more about what’s happening around the gallery.
As part of our ongoing digital partnership, One Darnley Road will continue to evolve our online presence as we grow.
Wayfinding that guides with clarity
To support our new identity in the physical space, we’re working with AJ Wells & Sons—industry-leading experts in signage and wayfinding, based on the Isle of Wight. Their team developed a system that’s clear, purposeful, and designed to help people navigate the gallery with ease.
From the moment visitors arrive, the wayfinding will support a more welcoming experience—connecting the flow of movement through the building with the energy of our programme. It’s another step toward making the gallery more accessible and intuitive for all.
Continuing our journey
As we continue rolling out our new brand across the gallery, we’re excited to be working with Margate-based design studio Around. Their creative partnership is helping bring our vision to life, ensuring our new identity touches every aspect of the gallery experience.
From campaign design, signage, and posters to staff uniforms, merchandise, and event design (and everything in between), Around’s input is shaping how we present ourselves to the world.
We’re building long-term relationships rooted in collaboration and shared values. This isn’t just a redesign. It’s a reflection of who we are, where we are, and where we’re going.
