Brand identity for a city-wide festival of singing, coming summer 2022
The Newcastle Sings is a city-wide festival of all things sung, by all voices of all shapes and sizes supported by Arts Council England, created by Music Partnership North in collaboration with Newcastle University.
Working together with the Newcastle Sings team, we wanted the brand to communicate inclusion, adaptability, diversity and creative confidence to reflect its members and participants.
Central to the visual style of the brand is the Newcastle Sings logotype which uses an “all shapes and sizes” visual metaphor in influencing the design.
We want everyone to feel welcome and accommodated into the Newcastle Sings community, but more than that, we want to express that their accessible activity feels like an authentic movement. Perhaps a small act of positive resistance to all the negativity happening in the lives of its members - a joyful moment and a safe place to learn, find community, friendship, ourselves and push artistic practice forwards.
The logomark is an abstract ‘NS’ form that represents two parties coming together to create the brand iconography.
We have also designed the identity to be flexible and friendly for project staff to implement consistently - for any combination of colours to be used from the brand palette, and to enable a modular, fun sensibility.
What we did