300million has rebranded the Design and Artists Copyright Society, an organisation that protects the copyrights of designers and artists.
The London consultancy was appointed in February following a three-way credentials pitch. It had been recommended to the pitch by Andrew Potter, chairman of the DACS board, following its work with the Making Music organisation, according to 300million director Nigel Davies.
300million was tasked to come up with a new identity, which has been used on the annual review, released this week, and will also be rolled out across stationery, communications and the website, which will be relaunched on 24 November.
Tania Spriggens, DACS director of communications, says that the organisation wanted a ‘uniformity’ for its corporate brand.
She adds that the previous identity, which was launched in 2003, had been developed on an ad hoc basis, and that the lime-green colour scheme had caused issues with the Disability Discrimination Act, as the colour can cause legibility problems for partially sighted people.
Davies says the work, which involved consultation with staff, members and clients, was to help DACS define its brand positioning, and then to implement it visually.
He adds, ‘DACS still has an element of craft about its work, and we wanted that to be reflected in the branding – we did not want a corporate marque.
‘We wanted to have that feeling of arts and crafts, and also a certain obliqueness, with the logo being open to interpretation.’