J.M.W Turner was one of Britain's most prolific painters, known for his expressive landscapes. The brief was to create a cultural identity in the form of a gallery for Turner, which would show his works of art, whilst also appreciating and bringing attention to other painters sharing the beauty of different landscapes and perspectives.

The core of the identity is based on a quadrilateral, representing all angles of perspectives when distorted, in use as a graphic device – whilst drawing colour from common themes in Turner's work; fire, sun, and sea.