Tate recently evolved it's logo into something much more cohesive and practical, their previous logo had no strict guidelines it was a variety of different vector circles pushed together to form a logo, these paired with brand guidelines which were all but none existent have slowly lead to a decline in the quality of material produced to advertise the Tate.
Design agency North have stripped back the logo to one basic form, using less circles and creating a design that is, in my opinion much more pleasing on the eye.
Above you can see samples of the old identity shown on Under Consideration, it is clear that really the design process has become muddy, there isn't a clear image style or process to match to and it all looks very random. I believe what North have achieved is by tidying this process up, introducing set colour ways and typography styles, advertising for Tate will become much more successful and easier to link when seen on different formats of advertising whether it be above or below the line.
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