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THE ARTS SOCIETYCHURCHRECORDERSTHE ARTS SOCIETYDE LA FRONTERAFIND OUT MOREA short fi lm about the rebrand (above), along with the presentations given on January 23, can be viewed at www.nadfas.org.uk/branding.As part of the rebrand there will be a redesigned website which will be launched in stages throughout 2017, a redesign of the magazine and more content for members as we approach the 50th anniversary in 2018.For further details, please contact PR and Communications Manager Isabel Cooper, icooper@nadfas.org.uk or call 020 7430 0730. ensure the future of The Arts Society for the next 50 years and beyond.” From April to September last year, renowned branding agency Jane Wentworth Associates comprehensively researched the infl uences behind the organisation’s motivations and ambitions. Their research uncovered an organisation with one overarching strength – its members who are joined together by a passion for the arts, whose work creates a better, healthier and more connected society. The team at Jane Wentworth Associates, led by Consultant Jo Marsh with Creative Director Jim Sutherland of Studio Sutherl&, set about the daunting task of creating a fl exible brand that works for the organisation’s local Societies and volunteering disciplines, as much as for the association. The solution is a brand that is based on one shared name and identity, while enabling distinct local interpretation and application. Each local Society will now need to consider making the change from being a local DFAS (for example Epsom DFAS) to, for example, The Arts Society Epsom.“Every Society and volunteering group can build its own identity through imagery and showcase their activities: the new brand does not replace individuality and locality, it complements and communicates it. The very idea and important role of local Societies are at the heart of this brand, because that is where members get to enjoy and engage with the work we all do,” says Florian Schweizer. “Our new identity also emphasises a sense of togetherness and shared purpose – and the fact that we are part of this organisation because we believe in what we do.”The name – The Arts Society – is seen as a logical and natural progression from the current lengthy and opaque name – and uses the last two words of the current name. It communicates more accurately the broad nature of the lecture topics, and makes a strong statement about the organisation’s role in the community and wider society through education, volunteering and grants. It is also a suggestion that was put forward by many of members. The monogram, with interlocking A and S, communicates a value at the heart of the organisation: that it connects people to the arts and to each other. A combination of two typefaces – traditional and modern – expresses our value of connection. Purple was chosen as the main colour because it has power to uplift, instil confi dence and encourage creativity. The new colour palette also incorporates blue, pink and a neutral grey. The new brand will be offi cially adopted by the association at the AGM on May 17, 2017, and by local Societies at their own pace after that, following a period in which the new identity is tested by pilot Societies – the fi rst is The Arts Society Clapham Common, which will be inaugurated in March. National Chairman June Robinson reassures members: “Even though we’ll look and sound a little different, we will still offer the same services: through our excellent lectures we will provide welcoming opportunities for our members to discover and connect to the arts and each other. “We will also ensure that heritage has a future through conservation and preservation, and we’ll continue to support the skills of tomorrow’s artists and makers through grants. The belief that the arts are essential to enriching people’s lives will always be at the very heart of who we are.” ■“ EVEN THOUGH WE’LL LOOK AND SOUND A LITTLE DIFFERENT, WE WILL STILL OFFER THE SAME SERVICES”NATIONAL CHAIRMAN JUNE ROBINSONTop: The new brand complements the individual identities of Societies and volunteering disciplines Above right: Jo Marsh from Jane Wentworth Associates speaking on the branding fi lm10 NADFAS REVIEW / SPRING 2017 www.nadfas.org.ukREBRANDING