Guernsey Arts
For art's sake
Project overview
Guernsey Arts was launched to give the arts a stronger voice in the community, raising awareness and celebrating their importance across the island. In 2020 the organisation approached us to refresh their identity following a name change from Guernsey Arts Commission. The goal was to create a brand that felt authentic and approachable while being flexible enough to sit alongside an ever changing mix of artistic expression.
Strategy
Our approach was guided by balance. The brand needed to act as a platform for creativity without overshadowing the art itself. We introduced a colloquial touch by shortening Guernsey to GSY, creating a more balanced and recognisable identity. By building on the strength of the existing icon and developing a new supporting logotype, the strategy ensured continuity while making the brand more adaptable, relevant and connected to the community.
Brand Strategy
Brand Identity
Brand Activation
Project details
The identity was designed to operate with two distinct voices. At times it is clear and informative, ensuring accessibility and clarity. At others it becomes playful and expressive, with the icon used as a character in its own right across 3D renderings, doodles and creative applications. This duality reflects the vibrancy of the sector and allows the brand to flex depending on context.
The rollout extended across print and digital platforms, giving Guernsey Arts a consistent yet versatile visual system. The result is a brand that is confident enough to stand as a cultural leader but open and flexible enough to celebrate the diversity of creativity it represents. It provides a clear identity for the organisation while leaving room for artists and their work to shine.
“The refreshed identity has given Guernsey Arts the clarity and flexibility to showcase the island’s creativity with confidence.”
Tom Langford - Partner
