| I talked about it in this forum a week or so ago-- they had their press conference (on a snowy day) and announced the new name. What I didn't realize that it came with a new visual identity as well. I've attached the after and before below 
Can't say I love it. I think it's more sophisticated perhaps than the previous logo, but it doesn't brand nearly as well. Arts as origami? As paper folding? I don't quite get it. (and yes, I read the description in the press release. If you have to explain that to each person who sees the logo and says "What is this?" I don't think the logo really succeeds.)
I could be wrong. I invite civil discourse about the logo and name change in the comments.
Here's the press release that I received via email moments ago.
Westchester Arts Council to Become ArtsWestchester
44 Year-Old Organization Will Unveil New Name and Logo
at January 15th Press Conference
(White Plains, NY, January 15, 2008) Westchester Arts Council, the largest not-for-profit arts council in New York State, unveiled today its new name, ArtsWestchester. The name, accompanied by an updated visual identity, reflects the changes that the organization has undergone over its 44-year history. Begun as a small grassroots arts council, one of the first in the nation, it has evolved into a constellation of 120 affiliate organizations with a national reputation as a grantmaker, educational leader and promoter of regional arts and culture.
During a breakfast ceremony, which took place this morning beginning at 10am at the Arts Exchange building in downtown White Plains, Executive Director Janet T. Langsam and Board of Trustees President John Peckham introduced the new name and logo.
"We are an organization that has been around for nearly half a century," said John Peckham, Board President. "Through the years we have grown, and our services have changed and grown with the times. Today, we are not just about grantmaking — we are an arts advocate, an arts educator, an arts marketer — an organization that serves the entire county on many levels. It was time that our name grew with us, time to develop a logo that could represent our current reality."
Said Langsam "ArtsWestchester says that we are about "Arts" and "Westchester" first and foremost, joined together in everything we do. It is more simple and to the point…more linked to our heritage and current mission to connect with the community."
The mandate to re-brand the Westchester Arts Council emerged from Arts Council's strategic planning process two years ago. There was a general consensus among the Board of Trustees that a strong brand identity and accurate public image was critical to the organization's continued success. Under the leadership of Westchester Arts Council Trustee Stephen Dishart, Head of Communications, America, at Swiss Re, the Arts Council engaged the services of NYC based Shine, Inc. to steer us through the process of re-examining who we are, what we do, and how we communicate our message.
For well over a year, meetings, brainstorming sessions and focus groups took place in which Arts Council staff, board, and members of the arts community shared their opinions on the Arts Council's current name, its mission and the various programs and services it offers. Based on these discussions, we reached a consensus that the Arts Council had outgrown its name—that its day to day operations and mission were much broader than what was implied by the name "Westchester Arts Council". The word 'council' was especially problematic; it was perceived as being too bureaucratic, too formal, too removed from our community-driven mission.
Numerous variations for a new name were suggested, discussed and modified, finally leading us to ArtsWestchester. "ArtsWestchester" is a big picture, broad scope name that is straightforward… more of an overall force than a specific venue, place and movement, explains Executive Director Langsam.
In addition to a new name, Shine Inc. developed an updated visual identity for ArtsWestchester, the centerpiece of which is a new logo. Visually playing on the concept of 'connections' the logo form abstracts the map of Westchester, reducing it to dots and lines, creating a constellation effect. "The interlocking lines represent how artists and art lovers are connected through ArtsWestchester. These points reach out across the county and act as a vivid and vital reminder of the mission of ArtsWestchester- to be the community's connection to the arts," commented Matt Asinari of Shine, Inc.
The logotype is set in the san-serif Ordinar typeface, giving the name ArtsWestchester a powerful, modern look, while the font Univers, also a san-serif, has been selected as the typeface of choice for text. Both are clean, modern and highly legible and play off one another well. When used in tandem with the new color palette of deep, subdued hues paired with bright highlight colors, they will leave a sophisticated yet artistic impression. The ArtsWestchester design team will be hard at work over the coming months bringing all publications and marketing materials in line with the new identity, and the launch of a much improved website, www.artswestchester.org, is planned for the spring of 2009.
County Executive Andy Spano, public officials, Westchester Arts Council trustees, representatives of the Westchester Arts Council's affiliate arts organizations, as well as business and community leaders, came together at this milestone press conference to celebrate the new name.
"A fresh new look is a great way to embrace the future," says Westchester County Executive Andy Spano. "The new ArtsWestchester builds on a great tradition of serving the community and reflects the idea that ArtsWestchester is poised to prosper as a dynamic service organization in the years ahead."
"While we're changing our name, we're not changing any of the ways in which we serve the community," adds Westchester Arts Council Executive Director Janet T. Langsam. "Our grants programs, services to cultural organizations, arts-in-education programs, community arts programs, exhibition and performance series, arts marketing initiatives, and folk arts programs will continue to flourish just as they always have."
ArtsWestchester is your connection to the arts. Founded in 1965, it is the largest, private, not-for-profit arts council in New York State. Its mission is to provide leadership, vision, and support, to ensure the availability, accessibility, and diversity of the arts. ArtsWestchester provides programs and services that enrich the lives of everyone in Westchester. Our grants help fund concerts, exhibitions and plays; we bring artists into schools and community centers; we are the premiere marketer of the arts in Westchester. In 1998, ArtsWestchester (as the Westchester Arts Council) purchased the nine-story neo-classical bank building at 31 Mamaroneck Avenue. After acquiring Historic Landmark designation, renovation and restoration, the old bank was transformed into what is now known as the Arts Exchange, a multi-use resource for artists, cultural organizations, and the community. # # #
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