Metier, the former National Training Organisation for the arts and entertainment industry, relaunches this week with a name and brand identity created by Manchester design consultancy Hemisphere.
Now called EQ, the former NTO relaunches as a national equality and diversity agency working in the creative and cultural industries.
David McCall, chief executive of EQ, says the aim was to create an accessible brand that would address both major and subtle cultural differences across all groups of people. ‘Our aim is to level the playing field and we think that our new identity successfully reflects this,’ he says.
Sue Vanden, managing director of Hemisphere, says, ‘The new name came from the idea of using your EQ as opposed to your IQ.’
The new identity combines bold colours and hand-drawn fonts, using simple words like ‘share’, ‘open’ and ‘evolve’ to promote the values of EQ. Vanden says the aim was to create a brand that would have vibrancy and sparkle. ‘We went for positive statements with bold colours, which embrace diversity in all its forms.’