As the leading organisation for the support and exhibition of film, art and new media, FACT’s ambition was to have a new brand that roused curiosity and debate, showing their connection to real issues — a place where people, art and technology meet.
Through a thorough brand analysis and research phases, we were able to consult and interview with every member of the team at FACT. In these interviews, we realised everyone saw the organisation differently.
We saw this as an opportunity to have the new brand strategy clarify their messaging into a clear and bold mission statement.
Show, Don't Tell
We focused on an image-led, direct and brave approach, shifting from any heavy, copy-led content towards a more unapologetic brand presence – a show, don’t tell attitude. Alongside strong content, comes FACT’s bold new logo, a custom design typeface that expands and contracts to make space for content, seamlessly supporting the hierarchy of their messaging.
The new solution introduces a new logo that expands and adapts to make space for visual content, emphasising FACT’s role as a place where people, art and technology meet.The new solution introduces a new logo that expands and adapts to make space for visual content, emphasising FACT’s role as a place where people, art and technology meet.
The identity was built with flexibility in mind, and the logo can be easily fitted to use across media formats and animation. FACT’s new identity is confident, flexible, and lets the content do the talking.
“Praline perfectly combined holding a mirror up to our organisation, celebrating who we are, whilst at the same time focussing us on why we needed and wanted to better communicate the diverse strands of work we do here at FACT.”
Pippa Lea, Head of Marketing and Communications FACT Liverpool