The Cultural Consortium’s Northwest England division has renamed itself Culture Northwest, simultaneously launching a fresh identity and branding guidelines created by independent designer Barbara Darling.
Culture Northwest is one of eight regional cultural consortia set up by the Department for Culture, Media and Sport in 2000. These organisations promote the Regional Cultural Strategy aims of ‘access, inclusion, education and excellence’.
Since its inception, the role of Culture Northwest has evolved, according to communications officer Jillian Platt. ‘A lot of stakeholders suggested that our previous name and logo didn’t explain what we do,’ says Platt, who briefed Darling on the project.
‘The marque references the three main ideas in the new strapline – Advocate, Network, Think,’ explains Darling. ‘It also encompasses the expression of culture, which is abstract and intangible.’
The logotype places the emphasis on ‘culture’ rather than ‘northwest’ according to Darling, who is continuing to work with Platt on ideas to further develop the marque for literature and other branded materials.