The British Academy of Film and Television Arts is to unveil its first new visual identity in 20 years, after a strategic review, with design by Rose Design. The brand encompasses all the academy’s activities – including its film and TV awards – and its UK offices in Scotland, Wales and Piccadilly in London.
Rose, which won the work following a credentials presentation last August, was tasked with building a ‘coherent architecture, to help to drive the business forward into the future’, while enabling it to expand into new areas. ‘This is a classic case of how you can replicate a beautiful marque that is recognised the world over,’ says Rose partner Garry Blackburn. ‘It had only been reproduced in photographic form and in several colours and, for a charity, this just isn’t practical. We wanted the marque to work in one colour, and to help them to expand into other commercial areas.’
Mitzi Cunliffe created the bronze mask for Bafta’s awards in 1955. Rose has retained this emblem, using an illustration of it in the marque. It worked with illustrator Chris Mitchell on an identity that was both easy to repro duce and instantly recognisable. The font has been replaced with a serif type that ‘better reflects the heritage and values of Bafta’.
Bafta’s new identity coincides with its 60th birthday, and will be used at a celebration event televised by ITV in November.