Brief Riverside studios is an icon of British television, situated in Hammersmith, on London’s River Thames. It’s been home to some of the best of British TV: Hancock’s Half Hour, Top of the Pops, Blue Peter and Doctor Who. In 2013, the TV studios were closed for redevelopment and in 2019 Riverside studios reopened, hosting television productions, cinema and visual arts. Riverside Studios needed a new visual identity. Solution The new visual identity celebrates its TV heritage and its iconic location on the River Thames, with a series of moiré patterns – these are inspired by the visual effect of television screens and flowing movement of the river. The moiré patterns are created with two sets of lines; one set of vertical straight lines lay over another set that are slightly curved. The patterns also feature typography and are animated for Riverside Studio’s cinema screen, TV studio screens, digital and online platforms. Even printed items can be animated, for example, the Patrons members card, comes in an acetate slipcase and as the card is pulled out from the case, the two sets of lines pass to create the moiré effect.