The Turner Prize, one of the world’s most recognised contemporary art awards, is hosted in Bradford for the first time—marking a significant moment for the district and for the prize itself. The four artists shortlisted for the Turner Prize 2025 are Nnena Kalu, Rene Matić, Mohammed Sami, and Zadie Xa.
The visual identity for the Turner Prize 2025 is rooted in fragmented beauty. Rather than presenting something pristine, perfect, and whole, the design embraces imperfection. Layers of scattered circular cut-outs create glimpses of what lies beneath, revealing beauty and intrigue through what is partially hidden. Every gap, every crack, becomes an invitation to look again—closer—and to reconsider what might otherwise be overlooked.
From these openings emerge bursts of vibrant colour, artworks, messages, or viewpoints—sometimes shifting with the viewer’s perspective. They reward moments of unexpected discovery to those who linger and take a closer look through. This becomes a visual metaphor for the city of Bradford, the host of the Turner Prize 2025: A city with depth and richness that, until now, has been too often overlooked.
This visual strategy continues the studio’s ongoing ethos, seen in their work for Bradford 2025 UK City of Culture, to reflect Bradford as it is: unfiltered, eclectic, and proudly its own.
While the idea of fragmented layers and gaps was later translated into digital 3D graphics (in collaboration with artist Joseph Töreki), Rabbithole’s core focus was on making layering and cut-outs as physical and tangible as possible across applications. Die-cut holes in the exhibition brochure reveal glimpses through multiple folded layers. Information boards overlap wall text. A Timeline wall display is constructed from multiple stacked components, rather than a single flat graphic.
The implementation of the Turner Prize 2025 identity was comprehensive, encompassing out-of-home posters and billboards, a bus cover, printed brochures, video idents, a physical entrance hall display, exhibition labels, and more.
The Turner Prize 2025 visual identity is deliberately vibrant and playful, designed to resonate with a broad and diverse audience—including local Bradfordians who might not usually consider attending the Turner Prize. The challenge was clear: speak to both the artworld-initiated and the casually curious. By avoiding lofty or overly polished design tropes, the joyful Turner Prize 2025 identity invites and welcomes all who encounter it.
