"2010: Open. Diverse. International. Entrepreneurial. Sustainable.
Always changing, always Tate.
Tate solid becomes Tate porous.
Tate foreground becomes Tate background.
Tate fixed-size becomes Tate flexible.
Branding is moving into nations, regions, cities and what is increasingly being described as the “third sector”—those cultural organizations that do not exist to make a profit.
Sometimes doubtfully, sometimes reluctantly, art institutions have adopted the idea of brands—usually in a limited way. Now they need to fully embrace it."