Identica turns Heritage Link into The Heritage Alliance

Identica has rebranded Heritage Link as The Heritage Alliance, following the appointment of chef Loyd Grossman as the group’s chairman in December.

The Heritage Alliance appointed Identica without a pitch on the strength of the group’s relationship with advertising agency MCBD, which counts Grossman as a client and which is also owned by Cossette.

Identica reports that Grossman briefed the consultancy to develop a name ‘that better described both the nature of the organisation and its core campaigning mission’.

The Heritage Alliance counts The National Trust, Historic Houses Association, the Campaign to Protect Rural England and The Society for the Protection of Ancient Buildings among its members.

Identica chief executive and creative director Franco Bonadio says the logo’s Bliss typeface, which was created by typographer Jeremy Tankard, was ‘chosen for its elegant simplicity’.

The new branding is rolling out now, following the launch of the alliance’s manifesto Making the Most of our Heritage, which addresses what an incoming Government could do to preserve and exploit the UK’s heritage.

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