Arts Council signals its new brand direction

The Arts Council will today unveil the first visual manifestation of its new brand direction, announced earlier this year.

The Arts Council will today unveil the first visual manifestation of its new brand direction, announced earlier this year.

Its 2008 Annual Review, designed by Blast, is published today under a new set of brand guidelines, currently in development.

According to Blast creative director Colin Gifford, the review lays down the first marker in the sand for a new brand direction.

He says that the annual review demonstrates a new flexibility created by the brand identity elements, exploring the different potential of alternative formats, paper stocks, typography and use of imagery.

Blast won a three-way pitch to review the Arts Council’s brand guidelines last month, and is in the first stages of outlining new directions on how the brand can communicate the organisation’s new positioning more effectively.

‘The main problem is that the old guidelines were rules based, with you “must not do this or that”, and were too restrictive in terms of use of imagery and colour,’ explains Gifford.

Those working on creative projects for the Arts Council will now be permitted to use any breadth of imagery that will communicate a message more effectively.

Under the previous guidelines, created in 2006, only Art Council-funded imagery could be used.

The Arts Council is in the process of putting together a new design roster, under public sector stipulations.

The pre-qualification stage is now complete, and the final line-up, comprising marketing communications and strategic branding groups, will be finalised in November.

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