Inside Aardman: Wallace & Gromit and Friends

To Mark Aardman’s 50th anniversary, the V&A commissioned Galicheva–Gahlen to create a graphic identity and interpretive design system that translates the studio’s distinctive universe into an immersive exhibition experience.

At the core of the visual concept lies a deceptively simple idea: every character, story and cinematic world begins with a single piece of clay. By reducing plasticine to its most elemental state, Galicheva–Gahlen introduces the “blob” as both a visual motif and conceptual starting point—a tabula rasa for imagination and storytelling. Especially for younger visitors, the identity communicates the transformative potential of making: that entire worlds can emerge from the simplest materials.

The exhibition typography further supports this balance between playfulness and precision. Set in GT Standard by Grilli Type, the system draws on the functionality of workshop signage and industrial typographic traditions. Chosen for its extensive range of weights and optical sizes, the typeface provides clarity and accessibility for family audiences while maintaining a distinctly contemporary graphic character. Rather than echoing Aardman’s iconic visual language directly, the typography establishes a subtle counterpoint that allows the exhibition content itself to take centre stage.

“The exhibition looks fantastic. The thoughtful design, which is so full of wit, whimsy, and character, is a vital part of the exhibition’s success. It is a complex balancing act that could have come crashing down in less deft and skilful hands.”
— Alex Newson, Chief Curator at Young V&A

More information and tickets are available here.

When? 
Closes on Sunday, November 15, 2026

Where?
Young V&A
Cambridge Heath Road
Bethnal Green, London, E2 9PA