New identity for arts organision IOU represents ‘the past moving into the future’

IOU operates a main gallery space at Halifax’s Dean Clough Mills, and also orchestrates satellite site-specific contemporary art installations and performances.

Studio Contents was appointed to the work around five months ago following a three-way pitch.

James Gilbert, Studio Contents director, says, ‘It was a case of unifying everything and creating a new visual identity to be used throughout.

‘We had to convey what the company was about, as it’s quite unusual.’

Gilbert worked with brand strategist Christopher Charlton to create the branding following a series of workshops with IOU.

‘We wanted quite an unusual logo’, says Gilbert. ‘In a lot [of applications] the letters are shown separated in random places to make it a little bit more interesting and echo the philosophy of the company, which is all about adventure, excitement and strange and wonderful experiences.’

The logo uses split gold and white lettering, which aims to reference the metal used in many IOU-commissioned installations in gold; and the increasing number of digital works, represented by white.

Gilbert adds, ‘It also represents the past moving into the future.’

New imagery for IOU was created with photographer Percy Dean, who shot a number of ‘behind the scenes’ images.

IOU’s new website launches this week, created with developer James Galley. It features a bespoke CMS and a database of IOU works, which users can click through in a similar way to Wikipedia, according to Gilbert.