The Arts & Culture Trust (ACT) has
announced the launch of its new corporate identity. The new look and feel of
the Arts and Culture Trust was created in partnership with Breinstorm Brand
Architects. This launch brings to an end an extensive consultation process
which included the Trust’s public and internal stakeholders.
It was decided at the end of 2018 that the
visual representation of the organisation was due for a re-imagination as part
of the organisation’s 25 year anniversary celebrations. The purpose was to
align the image of the organisation with the work it will focus on in the
future. A public call for submissions for a new corporate identity for ACT was
disseminated. Of the many respondents, the ACT team selected a handful of
individuals and companies who would be invited to pitch their concepts at
length. Breinstorm Brand Architects were selected from that process and made
responsible for the creation of the new ACT corporate identity.
The talented designers and creatives at
Breinstorm Brand Architects further consulted with the ACT team to create three
unique options for what could visually represent South Africa’s premier
independent arts and culture funding and development agency. These three
options were put before the public to decide on the most creative and accurate
representation of ACT’s history, its current work and future direction.
The ACT corporate identity being launched
is the option which won an overwhelming majority in the internal and public
consultation processes.
ACT CEO Marcus Desando says this of the
importance of the extensive consultation process: “Seeking an identity that
resonates with an organisation that has been in operation for this long is
never an easy or quick journey so in order to have the best results, we have
had to make sure that all stakeholders were consulted in order to have an
outcome that can be celebrated by all.”
Explaining the symbolism of the new ACT
corporate identity, Desando adds “ACT has been offering programmes that seek to
build our sector and grow the industry to even better heights, so we looked to
this programme to inspire the new identity. So the new corporate identity
represents these very two concepts: building blocks and growth”.
Local firm, Breinstorm Brand Architects,
was both a creative and guiding force in the creation of ACT’s new visual
representation. Breinstorm’s Chief Brand Architect, Eben Keun, says this about
the importance of strong brand presence in the South African creative sector
“When designing for a prominent local entity, the national identity and aspects
of diversity and constitutional democracy inevitably end up on our studio
walls. We're extremely proud of how that was synthesised into the new iconic
identity for ACT and the potential it will inspire for the arts sector locally
and globally.”
In this, the 25 year of the Arts &
Culture Trust’s existence, the organisation prides itself in the work that it
has supported. In sum, this has made an indelible contribution to the sector in
the past quarter of a decade. Furthermore, ACT looks forward to future
contributions in the sector and continuing to be South Africa’s premier
independent arts and culture funding and development agency. This work is only
possible because of the public-private partnerships that ACT fosters for the
benefit of the sector that it serves.
The Arts & Culture Trust (ACT) is South
Africa’s premier independent arts funding and development agency. The primary
aim of ACT is to increase the amount of funding available for arts and culture
initiatives, and to apply these funds to innovative, sustainable projects that
make a meaningful contribution to society. Through structured funding
programmes, ACT provides support for all expressions of arts and culture,
including literature, music, visual art, theatre and dance, and the support
extends to festivals, community arts initiatives, arts management, arts
education and arts administration.
Follow ACT on Twitter at https://twitter.com
or like the Trust’s Facebook page at https://www.facebook.com/TheArtsandCultureTrust/
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