Arts charity uses Johnson Banks for ‘tactile’ refresh

Johnson Banks has rebranded arts charity The Living Paintings Trust with a fresh identity that launches this week.

The Living Paintings Trust will now be known simply as Living Paintings.

The charity helps the visually impaired to enjoy traditional art through specially created tactile and audio media, which are distributed across the UK to galleries, libraries, schools and hospitals.

Johnson Banks was appointed to the project in May last year, through recommendation. The main objective of the redesign was to create a look that would help the charity boost its profile and increase funding. ‘Our work has evolved considerably over the past 17 years. We needed an identity that would match our programme of accelerated growth,’ says Living Paintings director Camilla Oldland. ‘Over the next five years, we plan to double the number of visually impaired people we reach out to. This number currently stands at about 6500.’

According to Johnson Banks creative director Michael Johnson, the creative solution was to ‘take the thermoforms [the tactile versions of the artworks] and celebrate them as art in their own right, by putting them on easels’. The logo uses the idea of a thumbprint to reflect the sense of touch, integral to the tactile interpretation of art works.

The visual branding will be applied to stationery, promotional literature and fundraising packs, while the website, www.livingpaintings.org, will be overhauled in a similar vein over the next three months.

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