Camden Arts gets picture with rebranding by Intro

Intro will deliver an interim identity for Camden Arts Centre next month, as the consultancy works toward a full rebranding of the north London contemporary arts venue, due to be unveiled in autumn 2003.

The consultancy was briefed to apply the revamped identity to signage, literature and a website. Camden Arts Centre director Jenni Lomax says the aim is to give the London centre a higher profile ‘as an adventurous and challenging venue for art and education’.

The image overhaul is part of a £4m refurbishment of the centre’s 105-year-old building – already underway and being carried out by Tony Fretton Architects in collaboration with arts and architecture practice Muf.

A spokeswoman for the centre says, ‘In the contemporary arts community, we’re viewed on a par with the Serpentine Gallery and The Whitechapel Art Gallery, but we’re less in vogue with the general public.’

An Intro spokeswoman adds, ‘While the centre enjoys a loyal following, there’s some confusion among a wider audience about its profile because it’s an arts centre as well as a gallery, putting on events and education projects along with exhibitions.’

The interim identity will appear on promotional literature, also designed by Intro, which the centre is using to advertise its activities while its gallery space is closed. The final logotype and the remainder of the creative work will be launched when the centre’s premises have been revamped.

Intro designer Julian House, known for his designs for music industry clients, is working on the project with creative director Adrian Shaughnessy.

The Intro spokeswoman adds, ‘The identity needs to convey a lot about the centre’s ethos. Julian’s a fan of contemporary art and is really excited about this.’

The consultancy won the work last month after a three-way credentials pitch.