We recently completed a redesign of the new identity for Timothy Taylor, a commercial art gallery located in Mayfair, London. Following a series of workshops that delved into research around heritage, British typography and specificity of place, we developed an identity that features a contemporary reinterpretation of Berthold Wolpe’s 1937 typeface Pegasus. Our typeface, titled New Pegasus, has been redrawn with greater contrast in the strokes, altered descenders and chiseled serifs, emphasising the singular, unique and contemporary character of the gallery and striking a balance between establishment and experimentation. Our work with the gallery will continue in the form of a forthcoming new website and the design of gallery publications including one by artist Josephine Meckseper, to be released in fall/winter 2015.