Page 8

The Arts Society revealedFrom May, NADFAS will operate under a new name. We fi nd out more about the decision – and what it will mean for members and SocietiesOn 23 January, meetings were held across the UK in which NADFAS Trustees, volunteers and staff revealed plans of the new visual identity – and new name – to representatives of Societies, Areas and volunteering activities. It was confi rmed that after the AGM in May 2017, The Arts Society will replace NADFAS as the new operating name of the association, superseding the name that, nearly 50 years ago, replaced the original title of the Chiltern Antiques Group.Our research shows that as the organisation approaches its 50th anniversary, the majority of member Societies want a name and brand that more clearly represent who they are and what they do. There is a strong desire among members for the organisation to be more recognised within the cultural sector and to connect with more diverse audiences. NADFAS Chief Executive Florian Schweizer comments: “After 50 years, we needed to evolve to keep up with changing times in order to reach out to more people in more places. We want to connect with younger people again and attract new members to make arts education more accessible for all. Although The Arts Society isn’t a radical change, we wanted a name that better communicates who we are and what we do. A big part of that is our network of local groups and communities, hence: ‘Society’ and an even bigger part is the arts, thus: ‘The Arts’.”  NADFAS President Loyd Grossman adds: “Over the past year I have followed the rebranding process with great interest. The outcome is a clear and confi dent brand with beautifully crafted visuals, which will help ARTSFOR LLTHE ARTS SOCIETYOpposite: The new logoBelow and right: Part of the rebranding includes a clear visual identity, which can be used on lecture programmes and promotional material for eg. exhibitionsTHE ELEMENTSOur nameThe name The Arts Society connects us to our heritage. It also communicates that we are inspired by all the arts and makes a strong statement about our role in the community and wider society. It is also a name that was suggested by many members.Our logoThe logo is made up of two elements – the monogram combined with the name. The interlocking of the letters A and S communicates a value at the heart of our brand – that we connect people to the arts and each other. The monogram is designed by Studio Sutherl& from a typeface called Plantin and was further refi ned by Yorkshire lettering artist Charles Stewart to create a unique and bespoke design with a classic and timeless look.Image: Julian Brown, Monofauna, 2015. Acrylic on canvas, 50x40cm, £1,595 through Candida Stevens on artsy.net.8 NADFAS REVIEW / SPRING 2017 www.nadfas.org.ukREBRANDING