ACT IV goes to the Clinic

LONDON group Clinic has created the name and identity for ACT IV, a new fundraising body for the arts, set up by four arts fundraising veterans.

The name is a play on words, mixing a sense of theatre with the body’s function as a support organisation for the arts. The identity, which carries the strapline “performing for the arts” is intended to reinforce the idea of theatre and convey the promise of success.

ACT IV launches on 8 March and will be based at the Old Vic theatre in London’s Waterloo.

The new body has been fully funded by its four founding partners, including Susan Hayden, Sally Greene and Joyce Hytner.

Between them they have raised funds for London theatres including the Old Vic, The Royal Court, the Almeida, the Royal Exchange and the Criterion.