Mawdsley shoots The Photographers’ Gallery

Design agency North commissioned photographer Lee Mawdsley to photograph the new identity and wayfinding graphics it created for the recently reopened Photographers’ Gallery in London

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As reported by Design Week last month, North has created a new identity for The Photographers’ Gallery which launched as the London gallery reopened after an 18 month refurbishment two weeks ago. The design agency has just commissioned Lee Mawdsley to photograph the identity and wayfinding graphics in situ…

The new identity (below) replaces an old one also created by North back in 1996.

“We were inspired by the idea of frames,” says North’s Antony Hart of the new identity, “the frames within the new architecture, the idea of the artist framing images using a camera, and the way The Photographers’ Gallery provides a unique perspective on the world.”


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  • James


  • I’m sorry, but what?!!!

    I like the wayfinding graphics and the icons are really quite nice, but the logo just doesn’t work for me – your eye goes straight to the empty space and sits there.

    If the ‘frame’ was actually a frame, then there would be some meaning here, but it just isn’t a frame and the hole has no meaning.

  • Bip

    Space, the final frontier :)

  • Lovely work. Love how the identity really extends into the wayfinding in a subtle and clever way. Great work.

  • Felix

    Wow. The new identity is beautiful. The logo is fantastic – a really clever way of utilising the ‘frames’ of a viewfinder and as Charlie has said (above), the way these frames have been incorporated within the wayfinding system such as the toilet pictograms is great. The text on the mirror in the lift also blew my mind when I first went inside it. Great work, North.

  • Cheesy

    I bet that cost a pretty penny.

    North Design? are still going, well done that is over 14 years in the biz.

    Logo just doesn’t work well what is the J for is it meant to be a photo frame a camera viewfinder. Yeez.

  • nice work with typography and good links with the interior.

  • I am absolutely loving the new look for the Photographers Gallery. I first visited years ago having got the train down from the north and it changed the way i look at photography for ever in one visit.

  • Ben

    A bit to similar to this for my liking

  • George

    It looks rather similar. Good work, Ben.