Creative UK – the organization resulting from the merger of the Creative Industries Federation and Creative England – has unveiled a new brand identity that seeks to “connect and empower” the creative sector.
The two organizations first announced their intention to start working together in 2019. As the new organization envisions a unified future, Creative UK CEO Caroline Norbury said a new brand is needed to “have impact and drive real change ”.
Design studio Multivitamin designed the identity, which includes a new website, logo and custom typography.
“Subtle humanistic qualities”
At the heart of the new identity is the “amplifier” logo, made up of three semi-circular shapes. According to Rachel Johnson, Head of Brand Creative UK, the icon reflects “the organization’s brand ethic of giving creatives a platform for their voices to be heard.”
The logo is used in the new look, with Johnson calling it “bold, recognizable and translatable”. It can be adapted into graphic patterns both in two dimensions and in three dimensions. Additionally, it can be used as a framing device in communications, where shapes become a window for photography.
Beyond the new icon, Multivitamin has also developed a bespoke typeface for identity to be used across digital and physical touch points. Creative UK Amplify is a grotesk style typeface, which Vitamin London Art Director Bob Lloyd calls “timeless and accessible”.
“[The] the subtle humanistic qualities have given way not only to a more distinctive result, but also to one that puts people at the heart, ”he says.
The online experience
For the website, the studio says it was essential that the platform “unites the different pieces of a large and complex organization.” To create an effective website, the studio has developed various “user personas” to understand the needs and requirements of different visitors. These results then helped structure the website.
The studio says a balance needed to be struck between having a strong online brand identity and creating a versatile and usable platform. Practical decisions in this regard include the hierarchical organization of information on landing pages and the provision of resources, funds and knowledge on the site.
For the aesthetic experience, Multivitamin has “brought it to life” with a suite of expressive three-dimensional visuals, many of which are extrapolated from the shape of the “amplify” logo.
“Adheres to the fundamental values of our founding organizations”
Creative UK officially started working together in early 2020 and has supported creatives in the UK through the early stages of the pandemic by providing £ 4.1million in loans and grants.
Norbury says Creative UK “embraces the core values of our founding organizations, while looking firmly to the stronger future we want to foster for our industry”.
The new organization has several methods of supporting the industry, he said. These will include more investment, mentoring opportunities and innovation funding.
What do you think of the new brand? Let us know in the comments below…