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National Arts Festival redesigns itself!

March 18, 2009

naf-logo1Last month, the National Arts Festival’s newly appointed advertising agency, Ireland/Davenport, launched new visual identity and marketing campaign for the festival.

Held annually in Grahamstown, the Festival is one of the country’s best-known and longest-running annual celebrations of the arts. The fresh modern face was necessary to revive the Festival, but it needed to retain some of the spirit that has been nurtured and developed over the years.

Ireland/Davenport is an award-winning company, and the new visual identity was created with the above in mind. According to Philip Ireland Executive Creative Director of Ireland/Davenport, “The new logo builds on the notion of creativity and expression by featuring two hands and arms entwined, and takes the legacy colours of the Festival – blue and red – into a more modern space”.

He goes on to say, “We’ve attempted to capture the artistic soul of the National Arts Festival with the suggestion of drumming and clapping, two activities that are so central to African festivals and celebration. We feel that this gives the sense of vibrancy, intensity and excitement and highlights the celebratory nature of the Festival”.
The National Arts Festival is entering a challenging and exciting era, and the hands on the new logo are a sign of its intentions to reach out and grasp new experiences and demonstrate how we embrace openness and diversity.

Furthermore, the Festival’s new advertising campaign “10 Days of Amazing” was launched alongside the new visual identity, and it captures the core spirit of the brand promise.

The brand experience will culminate in 10 days in July, and audiences can step into the realm of “amazing”. It is hoped that the campaign, as well as the new identity will stimulate conversation about the National Arts Festival.

The “10 days of amazing!” at the National Arts Festival will run from 2 – 11 July 2009, in Grahamstown. More information can be found on www.nationalartsfestival.co.za.

The National Arts Festival is sponsored by Standard Bank, The Eastern Cape Government, The National Arts Council, The National Lottery Distribution Trust Fund and The Sunday Independent.

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