Office of Arts & Culture
Identity, Physical, Digital, Environmental
Summary
The Office of Arts & Culture promotes the value of arts and culture in communities throughout Seattle, Washington. We rebranded, renamed and repositioned their organization to usher in a new era for the organization as well as created a public art map of 400 public art installations.
Background
The Seattle Office of Arts & Culture (ARTS) manages the city’s public art program, cultural partnerships grant programs, the Langston Hughes Performing Arts Institute, and The Creative Advantage initiative in the effort to foster a city driven by creativity that provides the opportunity for everyone to engage in diverse arts and cultural experiences. In alignment with the City’s Race and Social Justice Initiative, we work to eliminate institutional racism in our programs, policies and practices. The Office is supported by the 16–member Seattle Arts Commission, citizen volunteers appointed by the mayor and City Council.
Organization Type
Civic, Government
Assignment
Create a new identity and name that would help usher in a new era for the Office of Arts & Culture.
Client
Office of Arts & Culture
Years
2014
Location
Seattle, WA USA
Collaborators
Hugh Saffell
Approach
After working closely with the marketing committee and Board of Directors we first recommended a name change from The Seattle Office of Arts & Cultural Affairs to The Seattle Office of Arts & Culture. Through surveying the staff we learned that the essence of what their organization does is put their “stamp of approval” on projects in order to make art happen. The identity we created represents this very stamp and the accompanying tagline “Making Art Work” illustrated their role in championing and facilitating the creation of new art. The new identity was paired with a striking blue and red color palette to show the energy and vibrancy of the organization.
Faced with limited resources, we developed a creative solution for their 2012 annual report by designing 7” cards and repurposing 45RPM record sleeves. Coinciding with the rebrand and annual report, we created a comprehensive Public Art Map to help residents and visitors navigate nearly 400 installations of public art in the city. After the success of the roll–out we followed up with the 2013 annual report and a new three–tiered format illustrating the three arms of the organization.
The new identity is now seen and fully recognized at festivals, campaigns and arts events throughout the city of Seattle.
Research
Public Art, Art Walks
Press
Components
Identity Manual, Print Collateral System, Digital Collateral System, Environmental Graphic System, Promotional Print Materials
Team
Principal: Michael Ellsworth
Principal: Corey Gutch
Creative Direction: Gabriel Stromberg
Account Management: Elise Carlson
The Seattle Office of Arts & Culture’s mission is to “make art work” for artists, organizations and the city of Seattle. This identity represents a literal stamp of approval on the works they help fund and support.
