Way back in 2002, The Arts Council of Wales assigned Black Sheep to redesign their web site and develop an all Wales Arts Database, as well as rebrand the organisation across all media, from logo to letterhead, business cards, brand guidelines and annual publications.
Before we embarked on any creative work, it was important that Black Sheep defined exactly what it was The Arts Council stood for, why it exists and what it’s intent is in the market. To do this focus groups were held with staff and artists to find out stakeholder opinion on some of the issues mentioned above. We found that ACW is essentially a supporting organisation, working in partnership with the arts in order to support creativity in the areas it needs it most- geographically, socially and in certain areas of the arts either under developed or in most need of guidance and finance.
The resultant Corporate Concept, i.e. the reason the Arts Council exists was ‘Supporting Creativity’. This is The Arts Council’s prime function, to support and nurture creativity, so that it is expressed to it’s fullest. Research and interpretation also showed that the Arts Council work in partnership with artists and arts organisations throughout Wales.
The very simple Celtic knot in the identity made up of two circles representing the Arts Council and artists in partnership. Also the Celtic knot subtly depicts the origins of the organisation, rather than something too obvious and cliched like a dragon, the knot was used for a reason, to graphically, along with the Concept, express the true intent and essence of The Arts Council.
The new logo and resultant identity were then rolled out across all media, including the website which was completely redesigned and restructured, brand guidelines were devised so that any application of the ACW logo was consistent and not damaging to the brand in any way. The new identity was then rolled out through letterheads, business cards, exhibition banner stands, the Urdd, corporate literature including a 5 Year Arts Development Strategy launched at the National Assembly and the Annual Report, a flagship publication highly acclaimed in the arts world.
Within this case study you can see how we have achieved a consistent and strong brand through all media by adhering to the brand guidelines, this includes exhibition stands, Annual Reports, Supporting Creativity – the 5 Year Arts Development Strategy and other supporting literature.
Above: ACW’s 1st conference identity
Above: Promoting Art in Newport
Above: A5 facts & figures booklet
Above: A5 facts & figures booklet: spread detail
Above: ACW Annual Report 02/03
Above: ACW Annual Report 02/03, spread
Above: ACW Annual Report 02/03, financials
Above: ACW Annual Report 01/02, cover
Above: ACW Annual Report 01/02, spread
Above: ACWs quarterly magazine ‘Crefft’
Above: ACWs quarterly magazine ‘Crefft’, spread
Above: ACWs quarterly magazine ‘Crefft’, cover detail
Above: ACW Annual Report 03/04, cover detail
Above: ACW Annual Report 02/03, throw-out
Above: ACW Annual Report 03/04, spread
Above: ACW Annual Report 03/04, spread
Above: ACW Annual Report 03/04, spread
