Global Local Branding Pitch
Global Local logo concept
Global Local brochure & press ad concept
Global Local brand applications
Global Local web concepts
- Client: Global Local Pitch Tender
- Skills: Branding
Global Local is a project funded by the Arts Council England that aims to provide professional performance opportunities to emerging artists from a wide range of cultures and communities. The project sought proposals from creatives for a new logo and a brand refresh. Though I have a policy against this type of pitching, I put together a concept that repositioned the brand as a premium, forward-thinking confident organisation.
My aims in rebranding were to:
- Examine the Global Local narrative within the festival/event marketplace
- Create a holistic design for the Global Local brand
- Propose a ‘house’ style and overall brand guidelines across the new identity
- Demonstrate the scope and potential of the new identity in a wider perspective using applications across mediums
The new logo would need to compete in a wide marketplace both based on offering and presentation. By creating a logo that positions the company in this way we generate confidence and gravitas in the brand both internally and externally. The logo should be able to stand alongside competitors, partners and organisations and feel every bit as significant, and also be diverse enough to work across many different mediums both online and offline.
In order to ensure a robust, strong and confident brand, the logo should work as a mark and a device, anchoring the vibrancy of the overall Global Local identity. It should refrain from a reliance on trends or unnecessary embellishment – traits that can easily date a brand – in favour of a identity that belongs among leading brands in this sector. It should be clean, unfussy and timeless, allowing the energy of the brand ethos to shine in the messaging and art direction.
My design utilises an icon that functions as both a graphical representation of the Global/Local wording, and a visual device that can direct, call-out, animate, and dynamite messaging. The typography is clean, own able and modern – favouring a narrower typeface allows the logo to be shorter in length and therefore more versatile. The colorways can be adjusted and tailored to any particular tone of outreach.
Global Local did not take my tender forward in the end, though elements of my design seemed to have been incorporated into (a much less considered) newer mark.