Somerset House turns over a new leaf at 25

Somerset House, the London arts centre, has unveiled a refreshed visual identity to mark its 25th anniversary. It’s bolder, more digital-friendly, and more focused on the experiences within the iconic building, rather than the building itself.

The new branding, crafted by design agency North, aims to encapsulate the institution's commitment to inclusivity and innovation within the arts. The previous logo, introduced in 2007 by Neville Brody's Research Studios (now Brody Associates), featured a tilted square representing an aerial view of Somerset House. This design was a nod to the venue's physical location and architectural heritage.

In contrast, the new identity by North is built around the concept "step inside, think outside", a nod to the institution's mission and its physical space. This approach signifies a shift from focusing solely on the building's structure to highlighting the dynamic and inclusive experiences Somerset House offers. 

On-trend design elements

By moving away from a static logo centered on physical architecture, the new branding aligns with current design trends that prioritise flexibility and digital adaptability. This is a little more digital-friendly, and allows for more versatile uses across various platforms and media.

This adaptability gives some needed flexibility in physical and digital spaces, catering to diverse audience interactions. The emphasis on ‘inclusivity and innovation’, meanwhile, is designed to jive with the cultural institutions' focus on accessibility and community engagement, which is in line with its cultural programme.

Our take

I’m a fan of Somerset House and its new design. The font is very utilitarian but has been given a ‘glitchier’ look through some carved-out font changes. In hindsight, the previous logo did need a bit of a refresh. It wasn’t offensive by any means, but it was perhaps a little ‘early 2000s Film 4’.

The new logo backgrounds are very ‘retro Web 1.0’, and although it remains to be seen how this will fare in the breadth of time, the core identity is neutral enough to stand proud for a good stint, we reckon, with simple colour refreshes lending new meaning to the font depending on the shifting programming contexts.