The Crafts Council is reinventing the look of its Origin show this autumn in a bid to increase the number of people attending.
It has appointed design consultancy Marc&Anna to update the show’s graphic look, while Ben Kelly Design has been retained for a third year to create the show pavilion.
A Crafts Council spokeswoman says, ‘We are averaging 20 000 visitors each year and this year we intend to improve upon those figures through making new appointments.’
The aim behind the new face of the show is also to attract a younger audience, says Marc&Anna creative director Marc Atkinson.
It will keep the logo and typeface, originally created by Pentagram, he says, while taking inspiration from this year’s 1400 m2 pavilion.
A colour scheme of sky blue, orange and grey will reflect the panels and front hoarding of the pavilion, and will be applied to posters, leaflets, catalogues and signage.
The visual language draws inspiration from the concept of ‘looking into the fair’, says Atkinson.
‘This year’s pavilion will be a lot more transparent than the previous two, allowing visitors to see into the show, ‘ says BKD founder Ben Kelly.
Marc&Anna was appointed two weeks ago in a six-way creative pitch, says Atkinson.
The new-look crafts exhibition will be unveiled later this month.
Origin: The London Craft Fair takes place at Somerset House, London WC2 from 7-19 October.
For more information, see www.craftscouncil.org.uk.