Appointed in January on the strength of a recommendation, Edinburgh-based Teviot was asked to create a logotype that would ‘have longevity, be easily recognised and could be widely applied’, according to Jane Macdowall, managing director at the consultancy.
Macdowall says Teviot’s response was to create a contemporary typeface that wasn’t too ‘on trend’ and wouldn’t date too quickly. ‘We looked at what the youth are doing with club logos but made sure we didn’t cast out the older generation.’
Inheriting this logotype, Tangent Graphic was briefed in April to work the logo into a visual identity. Andrew Stevenson, Tangent Graphic director, says the consultancy was briefed to ‘create a visual identity that got across the personality of the offering – which is a melting pot of diverse events’.
Tangent Graphic is rolling out the identity – which is based on concentric rings – across press ads, limited-edition posters and box offices. Stevenson has also created a raft of branding solutions for the SECC space. ‘We’ve made a branded floor vinyl for the SECC, hanging banners, digital screens and the inside of a tunnel approaching [the exhibition centre],’ he says.
The website, which will sell tickets to arts events across Scotland, has been designed by digital consultancy Blonde.