Iniva goes ahead with 'brave' logo from North Design

By Emily Pacey North Design has given the Institute of International Visual Arts 'a loaded gun' in the form of its new logo, according to an industry observer. The source tells Design Week that the 'brave' identity (pictured below), which was commissioned by Iniva's former director Gus Casely-Hayford, no longer suits the organisation because its culture has changed since Casely-Hayford and strategist Ben Weaver left at the end of last year. 'This very purist logo uses the circle, probably the most common shape in corporate identity work,' says the source, 'This is dangerous, because Iniva will have to use it very boldly to differentiate it from other corporate identities. Iniva runs the risk of wasting a dynamic new branding strategy at a crucial moment in its life.' Iniva has just appointed a new director, the former curator of the Shanghai Biennale, Sebastian Lopez. The logo, and a new website designed by the Bureau of Visual Affairs, were launched on 12 September, ahead of the opening of its David Adjayedesigned east London headquarters on 5 October. North founding partner Sean Perkins claims that the design group was originally contracted to design the Iniva brochure, literature and exhibitions, but left the project prematurely following the departure of Casely-Hayford. 'We had plans to make interesting statements with just the icon part of the logo, building a creative and intriguing marketing campaign,' asserts Perkins. A spokesman for Iniva says, 'North's ro!e was to come up with an identity and an implementation strategy for it, and that is absolutely what the group has achieved. Iniva will use the logo according to the templates North provided,

IN BRIEF
Dairy Crest's Frijj has received refreshed branding and packaging by Ziggurat Brands, The Friesian cow pattern on the white bottle returns as a brand icon, while the Frijj logo has been simplified.

Iniva's new headquarters in London's Rivington Place

to express the brand across all of its communications requirements- We know how to use this brand identity.' Lopez adds, 'This is an exciting new phase for Iniva. I think the new identity and

website make a statement about the bold and outwardfacing future for [the organisation].' Other designers on Iniva's roster include graphic designers Dan Adams and Paul Khera.

AKQA has produced an animation clip to support the launch of car manufacturer Fiat Group's ecodrive technology, incorporated in a device that allows drivers to monitor their carbon dioxide emissions. London brand consultancy Harrison Frassr has designed a fresh look for Edinburgh waterfront destination The Hub, Regional ports group Forth Ports is regenerating the city's docks and waterfront. Former Lander brand engagement head Jan Kewley is to ioin Fishburn Hedges as director, heading its brand engagement and internal communications offer. The Alzheimer's Society, the charity for people with dementia and their carers, has unveiled a fresh identity and visual language, designed by Conran Design Group.

A FRESH START
Founded in 1994, the Institute of International Visual Arts is a contemporary art agency that 'promotes the work of culturally diverse artists' Iniva has just moved to its new headquarters in London's Rivington Place, EC2, designed by David Adjaye Rivington Place is the first new-build public gallery in London since the Hayward Gallery opened in 1968, The 1445m^ building contains two exhibition spaces, a library, cafe, workspaces for local creative businesses and the offices of Iniva and Autograph ABP. It is due to open its doors on 5 October One business unit is still available in the building, which is managed by Dominion Space Management

iniva

A i r Asia picks Start Creative for brand review

Asia's low-fare airline Air Asia is to review its identity and brand strategy following the appointment of Start Creative. The airline is to develop its global brand awareness through high-profile sponsorship deals involving Manchester United, the Williams F team and the T English Premier League, It will begin a new phase of expansion when Air Asia X, its lowcost, long-haul airline brand, starts operating later this year. Start, which was appointed without a pitch, has been tasked with reviewing the identities of Air Asia and Air Asia X, as well as their applications across different media, from aircraft livery to placement on sponsorship outlets such as F1 driver helmets and touchline boards at Old Trafford, The current visual identity features the airline name on an upward slant, using the colours red and white, along with the strapiine Now Everybody Can Fly. 'The initial work is to look at the identity and the strapiine, and then the exact scope will be revealed,' says Start marketing director Jonathan Cummings, 'We will be looking at better applications for the existing marque. If you take advertising boards like those at Old Trafford, they have a long, thin space, while the logo is a different shape, so we will be looking at how it can work consistently.' Air Asia was established in 1993. In 2001, it was bought by Tony Fernandes, Based in Kuala Lumpur, Malaysia, the airline serves 48 destinations throughout the Asean region.

Loewy plans more takeovers with extra 4m

Loewy has secured e4m of additional venture capital to fund further acquisitions. The funding announcement comes just days after Loewy's acquisition of product design consultancy Seymour Powell (DW 13 September). The extra investment, from private equity group Abry Partners, comes as part of a restructuring of Loewy's

LoewY
financing. Abry will take over an additional 4m of investment from Loev^'s existing backer, the private equity group Veronis Suhler Stevenson, which invested 12m in Loewy last July. The restructuring of financing will leave VSS and Abry both owning 8m apiece in the acquisitive network. Loewy is expected to announce a further acquisition imminently.

Alzheimer's Society

Leading the fight against dementia

Architecture-Design Scotland has launched a new website designed by digital branding group Tictoc, marking the start of a long-term relationship between the two companies, Tictoc was appointed in March after a credentials pitch, and briefed to create an information-based website with bespoke functionality and a clean look. Leahy Brand Design has created a brand and identity for property consultant Strutt ft Parker, following its merger with estate agent Lane Fox.

Pennine Lancashire

Manchester-based consultancy Creative Concern has worked with designer Peter Saville to create a new brand for the Pennine Lancashire area. The brand features contour lines that echo the beauty of the Pennines and will be used by a host of partners across the area.