> www.tate.org.uk/faqs/research_q13.htm#corpident
> www.wolffolins.com/tate.htm

( Calla, Yea, The 'VAG' in 'VAG Rounded' still stands for 'Volkswagen AG'.. )

Thanks Patricia, it looks very similar to my untrained eye.

After looking up VAG Rounded in my font handbook I see it was developed by Volkswagen in 1979, hence the Volkswagen Van in Beuys' artwork... who says these graphic designers don't earn their money. :-)

It's the corporate font of TATE museums in England. A custom version very close to VAG, commissioned by the Wolff Olins branding agency, used for all corporate communications of the 4 TATE museums.

Thanks guys, I've visited the Tate on numerous occassions, it's only now I understand why that type seemed overtly familiar.

Very close to Vag Rounded Light but I'm not sure about the S.