North Design has given the Institute of International Visual Arts ‘a loaded gun’ in the form of its new logo, according to an industry observer.
The source tells Design Week that the ‘brave’ identity (pictured below), which was commissioned by Iniva’s former director Gus Casely-Hayford, no longer suits the organisation because its culture has changed since Casely-Hayford and strategist Ben Weaver left at the end of last year.
‘This very purist logo uses the circle, probably the most common shape in corporate identity work,’ says the source. ‘This is dangerous, because Iniva will have to use it very boldly to differentiate it from other corporate identities. Iniva runs the risk of wasting a dynamic new branding strategy at a crucial moment in its life.’
Iniva has just appointed a new director, the former curator of the Shanghai Biennale, Sebastian Lopez. The logo, and a new website designed by the Bureau of Visual Affairs, were launched on 12 September, ahead of the opening of its David Adjayedesigned east London headquarters on 5 October.
North founding partner Sean Perkins claims that the design group was originally contracted to design the Iniva brochure, literature and exhibitions, but left the project prematurely following the departure of Casely-Hayford.
‘We had plans to make interesting statements with just the icon part of the logo, building a creative and intriguing marketing campaign,’ asserts Perkins.
A spokesman for Iniva says ‘North’s role was to come up with an identity and an implementation strategy for it, and that is absolutely what the group has achieved. Iniva will use the logo according to the templates North provided, to express the brand across all of its communications requirements. We know how to use this brand identity.’
Lopez adds, ‘This is an exciting new phase for Iniva. I think the new identity and website make a statement about the bold and outwardfacing future for [the organisation].’ Other designers on Iniva’s roster include graphic designers Dan Adams and Paul Khera.
A FRESH START
• Founded in 1994, the Institute of International Visual Arts is a contemporary art agency that ‘promotes the work of culturally diverse artists’
• Iniva has just moved to its new headquarters in London’s Rivington Place, EC2, designed by David Adjaye
• Rivington Place is the first new-build public gallery in London since the Hayward Gallery opened in 1968. The 1445m2 building contains two exhibition spaces, a library, café, workspaces for local creative businesses and the offices of Iniva and Autograph
ABP. It is due to open its doors on 5 October
• One business unit is still available in the building, which is managed by Dominion Space Management