Pentagram ‘redefines’ the look of the RSA

The Royal Society of Arts is unveiling its new Pentagram-designed brand today, which is set to be rolled out over the next three to four months with the strapline ‘21st century enlightenment’.



Pentagram won a pitch against four other shortlisted groups in June 2010.

According to RSA director of external affairs Nina Bolognesi the project has been instructed by the RSA’s decision to ‘redefine our vision, values and core purpose’.

The new brand will look to better represent RSA projects, Bolognesi says, including ‘social innovation among our fellows’, but she concedes that a refresh was also necessary as the old brand ‘was beginning to look tired’.

An ‘emotional connection’, which was ‘lacking’ in the incumbent brand, will be forged with RSA stakeholders, according to Bolognesi, who says the new brand focuses on ’citizen participation’.

Consultancy Soap Box has been appointed to work on the roll-out of some of the new applications of the brand.

Pentagram-designed guidelines are in place, and according to Bolognesi, Harry Pearce, who has led the project, is keen that, in time, other designers who ‘understand’ the new brand will be given the chance to work on its communications.

A new website and social media applications will roll out by the end of the month. Signage at the RSA, including exterior flags, are being unveiled today.

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