Whitechapel Gallery is launching its 125th anniversary year in 2026 with a bold new visual identity created by BBH Studios. Designed as a celebration of the Gallery’s pioneering legacy, radical history, and deep community roots, the identity embraces maximalist expression as a counterpoint to traditional gallery branding.

Rooted in collaboration and co-production, the new look channels the spirit and grit of East London while signaling a confident, visionary future. The identity rollout forms part of the wider preview of Whitechapel Gallery’s high-profile anniversary program, which includes exhibitions and events dedicated to new voices, fresh perspectives, and cultural conversations that define our times.

Radical expression for a radical institution

BBH Studios’ creative challenge was to develop a visual identity that honors Whitechapel Gallery’s 125-year legacy of activism, experimentation, and community engagement while pushing boldly into the future. The result is an expressive, dynamic system built on the idea that the Gallery continually leads and redefines what it means to be a public cultural institution.

A defining feature of the identity is the use of signature-style handwriting, a visual language that erupts across layouts to create designs that feel alive and immediate. This approach fuses past and present, blending raw creativity with a contemporary framework that captures the Gallery’s progressive identity.

The mark: heritage meets contemporary design

At the core of the new identity is a logo that merges two historical references: a British Art Nouveau-inspired serif drawn from the Gallery’s listed facade, and the existing Whitechapel Bold typeface. Together, they form a distinctive stamp-like emblem that honors the institution’s architectural heritage while confidently situating it in the present.

This mark is both a tribute and a statement — a bridge between the Gallery’s extraordinary past and its evolving role in today’s cultural landscape.

The palette: minimal foundations, electric energy

The visual identity utilizes a minimal base palette punctuated by a vivid electric blue. This burst of color symbolizes progress, clarity, and digital relevance, providing a contemporary counterbalance to the raw, textured elements used throughout the system.

The palette reflects the Gallery’s ethos: grounded in heritage, yet unafraid to push boundaries and embrace what’s next.

A design system built by the community

One of the most distinctive aspects of the new identity is its foundation in community participation. Through workshops led by BBH Studios, the Gallery invited artists, staff, patrons, visitors, and partners — both local and global — to create hundreds of expressive “125” lockups and “The World in Whitechapel” visuals using mixed media and handwriting.

These assets are woven directly into the identity system, giving it a DIY edge that echoes the Gallery’s activist roots. This approach ensures that the community remains the beating heart of the Gallery’s visual voice.

A versatile toolkit for every medium

The new identity comes with a comprehensive toolkit that includes type families, layout structures, sizing guidelines, color palettes, and templates designed for seamless use across print, digital, motion, outdoor signage, and environmental graphics.

The project showcases BBH Studios’ multidisciplinary expertise, blending strategic thinking with capabilities in design, music, film, photography, and full-service production.