National Arts Council
Investing in future young artists
The National Arts Council came into being in 1994 as a funding body for the Department of Arts and Culture to invest in small arts organisations through grants, and bursaries for young artists.
The brief
Twenty-four years later, the National Arts Council's brand identity was dated and in need of a refresh to position the arts sector as a vehicle for social transformation with strong cultural roots and a futuristic outlook. As the enabler of the arts, the NAC’s mandate is to provide support (through grant delivery), and through value-adding products and services to stakeholders e.g training support, partnering, and promotion.
The NAC connects the arts with funding and development opportunities, thus supporting the growth and sustainability of a rich and diverse arts sector.
Breinstorm Brand Architects evolved the visual symbols present in the current NAC logo to reflect the brand in a bold visual manner and establish an iconic brand mark. This was paired with an extended colour palette and a set of stylised icons inspired by South Africa’s rich cultural and artistic heritage.
Brand refresh
The transformation
A refreshed identity that tells the brand story
We simplified and evolved the existing NAC logo, using a visual language inspired by South Africa’s rich cultural heritage as embodied in our arts and crafts. It drew on the three vital pillars of the NAC’s work: diversity, connection and support.
An evolved colour palette for diverse applications
We adapted and extended the current brand colour palette by introducing complementary and secondary colours in order to extend the brand palette for more versatility and adaptability.
A new visual language rooted in arts and culture
We developed a beautiful patterning language based on the logo, which was used in various print, digital and collateral applications. A set of stylised icons were also developed, to communicate the various sectors of the arts that the NAC connects and supports.
The showcase of cleverness
An iconic and bold brand mark for the enabler of the arts.
