The logo and brand guidelines are part of a radical £3m branding and interiors overhaul of the historic club on London’s Dover Street (DW 31 March).
Lambie-Nairn won the contract last summer following a credentials pitch against several groups, before beating Moving Brands at the final stage. The logo replaces the original marque, which has changed only slightly since the Arts Club’s foundation in 1863.
The former identity featured a portrait of Leonardo da Vinci at its centre. For the rebrand, the Arts Club member and artist Paul Ryan created a new drawing of da Vinci, with seven stars (pictured), to represent the liberal arts and sciences.
This motif will be used to supplement Lambie-Nairn’s logo. ’The client wants to slightly play down da Vinci, as part of trying to appeal more to a modern audience,’ says a Lambie-Nairn spokeswoman.
Lambie-Nairn is also providing the art direction for the Arts Club’s new website, which will also feature ’creative final touches’ by Overthrow Productions, says Arts Club general manager Ian Palmer.