Pew Center for Arts & Heritage

In a nutshell, the Pew Center needed the benefits of one unified identity, whilst somehow recognising its work in dance, exhibitions, fellowships, theatre, management, heritage and music. And to make it trickier, they wanted to let the initiatives retain their current names. What you'd have to describe as a challenging brief.

Here are the seven different workstreams, and how they identified themselves before we started. They had agreed to unite under one name, the Pew Center for Arts & Heritage, and wanted to define a clear ‘parent/child’ relationship, but somehow keep a ‘child/parent’ relationship as well.

Pew center for arts and heritage logo identity design adaptable Pew center for arts and heritage logo identity design adaptable Pali Palavathanan

After lengthy discussions, and several unsuccessful design presentations, we began to realise that any of the previous identity ‘models' were redundant and we needed to think of a new way to express this. We started to think of the centre and its constituent parts a little like ‘cards' we could shuffle and re-organise. The next step was building a uniquely fluid identity system that allowsΒ flexibility in the core mark (where you see progressively more of the initiatives) and then completely inverted logos for the divisions (shown above).

This identity structure is then applied out across the organisation – the logo itself becomes the navigation device for the website.

For initiatives such as the Pew Fellowships in the Arts (shown above) we were able to utilise the distinctly modular shapes of the logos and reflect them in these designs for brochures and invites.

Here's how a spread from this die-cut brochure appears when you open it up.

Since the project's launch at the turn of 2009/10, we've been applying the scheme out across stationery, animations, websites, signage and a whole array of printed materials. Above are some of the more light-hearted applications (a tattoo and a Christmas card). Below is the large metal signage that hangs in reception - itself a three dimensional representation of the symbol.

One of the earliest and most successful iterations of the new identity was a series of animations produced for the project launch.