TC Launches New Brand Identity

THE CARNEGIE LAUNCHES NEW BRAND IDENTITY
New Look Unifies Carnegie’s Three Divisions

COVINGTON, KY Feb. 7, 2013 — The Carnegie today announced a new visual identity and brand — the culmination of a year-long rebranding initiative in partnership with Interbrand, a global leader in brand consulting.

Interbrand selected The Carnegie to receive pro bono brand strategy and identity services with the goal of unifying The Carnegie’s three divisions (galleries, theatre, education) and refreshing the identity of the center.

“The new brand is amazing and Interbrand treated us as if we were a paying client,” said Katie Brass, The Carnegie’s Executive Director. “I felt like they fell in love with The Carnegie, and it showed in the work they did for us.”

The new brand position statement: “A place that transcends time and transforms the mind,” captures the magical aspects of The Carnegie. It also reflects the center’s ability to encourage patrons to play, connect and discover art in all its forms. The bright Carnegie identity features colors to represent The Carnegie Gallery, Theatre and Education areas while weaving those colors together to form the logo.

“We wanted a new, vibrant identity that reflects the three areas of The Carnegie in a fresh, cohesive way,” said Ron Bates, President of The Carnegie Board of Directors. “We’re hoping the new branding will encourage those who know us for one area will come explore The Carnegie with a new perspective.”

Interbrand led key Carnegie stakeholders through an extensive process to develop the new brand position statement, which helped drive the new graphic identity.

“We quickly discovered what makes The Carnegie special and developed a brand that reflects that,” said Scott Lucas, Executive Director of Interbrand’s Cincinnati office. “Those who are connected with The Carnegie know it’s a place that’s inclusive, where you can experience art with a sense of optimism and curiosity.”

The process helped validate and reaffirm what The Carnegie stands for: art should be accessible to everyone, and The Carnegie helps build the community through the arts. The new branding also reflects the values held by Carnegie patrons: The Carnegie is a good cause to support and offers an unforgettable experience.

“There is a lot of history and hard work that has gone into making The Carnegie what it is today,” said Brass. “But Interbrand really respected that history and used it to build the platform for our new brand and identity.”

The logo will be unveiled at a celebration for friends of The Carnegie this evening and appear on printed pieces, letterhead and The Carnegie’s digital marquee immediately. Existing building signage will begin to reflect the new identity in the coming months, Brass said.

ABOUT THE CARNEGIE
The Carnegie is a multidisciplinary arts venue serving the Northern Kentucky and Greater Cincinnati community. Over the course of the past 10 years The Carnegie has “morphed” from a grassroots gallery with an education component into an all-inclusive arts organization offering professional theatre, art exhibitions showcasing the best of local and regional artists, and a comprehensive arts education program.

The Carnegie is home to the Carnegie Galleries, comprised of more than 6,000 square feet of gallery space where emerging and established artists exhibit in multiple shows throughout the year; the Eva G. Farris Education Center, which provides arts education to thousands of children, many of whom are at or below the poverty level; and the newly renovated 465-seat Otto M. Budig Theatre, which offers an affordable theatre space for local, up-and coming and established production companies and is home to The Carnegie’s Theatre and Concert Series. The Carnegie is the largest arts venue in Northern Kentucky. For more information, visit www.thecarnegie.com or call (859) 491-2030.

The Carnegie is located at 1028 Scott Boulevard in Covington, KY.

ABOUT INTERBRAND
Founded in 1974, Interbrand is one of the world’s largest branding consultancies. With nearly 40 offices in 27 countries, Interbrand’s combination of rigorous strategy, analytics, and world-class design enables it to assist clients in creating and managing brand value effectively, across all touch points, in all market dynamics. Interbrand is widely recognized for its annual Best Global Brands report, the definitive guide to the world’s most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brand’s performance relative to sustainability. It is also known for having created brandchannel.com, a Webby-award winning resource about brand marketing and branding. For more information on Interbrand, visit interbrand.com.