ARTEMREDE Brand Identity
ARTEMREDE (2005-) is a project of cultural cooperation currently gathering 18 members, including 17 Portuguese municipalities, that promotes the interaction between cities of different scales. ARTEMREDE focuses on the specificities of the territories through its support to artistic creation, cultural programming in network, qualification and training, design of strategies for cultural mediation, and reflection on cultural policies. At the heart of its activities is the development of artistic projects holding local communities at their core, while fostering peer-to-peer learning through national and international cooperation. Valuing the central role of theaters and other cultural spaces as hubs that boost and promote the arts and citizenship. ARTEMREDE is a network of territories that operates across 6 strategic axes: Politics, Cooperation, Arts, Knowledge, Sustainability, and Territory.
I’ve been part of the ARTEMREDE journey since 2005. When I was given the chance to work on a new brand identity for ARTEMREDE, it was an exciting moment. The project was all about creating a fresh image that would reflect what ARTEMREDE is all about now.
An Identity Is a Graphic Image with Core Values
The brand carries important values and beliefs.
The core of ARTEMREDE’s mission is all about dynamic Interconnection + Territory + Identity
The image had to showcase these values and show how different parts come together in a network reality of an integrated communication.
“I am ARTEMREDE”
This phrase is a powerful way to express that ARTEMREDE is not just an organization, it’s a combination of different elements – Municipalities, Artists, Projects, Spectators, and more where creativity comes alive. Together, we are stronger.
Strategic Communication Guidance
The new branding was meant to guide how ARTEMREDE communicates with people. It needed to operate at the intersection of human reality, local identity, and transformation.
Declensions by Action Groups
The brand had to be versatile, able to fit different groups and purposes, such as Audience Development, Cultural Policies, Training, and Participation and from the main logotype, we can create other logos for each group.
The main logo had to be flexible, with presence, working well in different situations, from digital platforms to printed materials. It also had to be easy for people to understand, accessible and inclusive with visual literacy throughout all elements.
In the final brand identity solution, the whole is an integrated, supportive network capable of various elements. The “paths” represent the positioning of elements, building naturally (natural urbanism). Each element has its own identity: a territory, a project, an artist, a leader, a spectator.
The ARTEMREDE rebranding project was not just about design; it was about telling a story of an organization and its values through a new visual identity.
9 de Novembro, 2023