Pentagram's identity for Serpentine’s Build Your Own Pavilion project

Earlier this month, the Serpentine Pavilion opened to the public. The beguiling, multicoloured woven structure designed by Spanish architects SegnasCalgo sits in Hyde Park like a more grown-up version of a fort you might have built when you were a child. Over the last decade and a half the annual architecture commission has become a much-anticipated beacon of design, and to celebrate 15 years of the Summer Pavilion, the Serpentine Galleries have teamed up with Kidesign, Marina Willer and the team at Pentagram to launch a digital platform and national campaign to foster the aspiring young architects of tomorrow.

The Build Your Own Pavilion: Young Architects Challenge invites children aged eight to 14 to submit their own Pavilion designs on the website and at summer workshops, teaching them about designing, building and past Pavilions. “The goal of the identity is to inspire young architects by making design look approachable and achievable,” says Pentagram. The sunny campaign identity is made up of Hiromi Suzuki’s hand-drawn illustrations of each of the previous pavilions, and Suzuki has used the same inks and papers used by many children to give them a familiar, easy-going feel and encourage them to take part.