The Tate logo was designed by international brand consultancy Wolff Olins in 2000 as part of a larger rebranding effort focused around the idea "look again, think again." The museum uses a range of logos that move in and out of focus, "suggesting the dynamic nature of Tate – always changing but always recognizable"[20] Variations include a standard logo, a blurred version, a faded version and a halftone version consisting of dots rather than smooth fading.[21] An update on the brand, designed by North, was released in 2016.[22]