Creative UK enters a “new era” with its latest rebrand

In 2019, Creative Industries Federation and Creative England joined forces and become Creative UK, and has since been working collectively under the Creative UK Group. The group is led by chief executive and creative england founder Caroline Norbury MBE. In order to signal this new age of cohesion, Creative UK brought on the help of the Multivitamin Group to create an identity that hopes to be inclusive and cohesive.

The new red and bold identity is built around a recognisable “amplify” icon, a brand logo which aims to highlight Creative UK’s amplification of the creative Industries. The Multivitamin Group created a custom font for the new brand, trying to capture a sense of care and attention to detail which the Creative UK organisation says it leads by. The new font and branding are revealed across Creative UK’s new website which has launched today.

Rachel Johnson, head of brand at Creative UK, explains that “When developing the brand identity for Creative UK, we strive to create something truly representative of our past and future, continuing the legacy of Creative England and the Creative Industries Federation while establishing a distinctive brand for a new era.” She says the “Amplify” logo represents the brand ethos of “giving creatives a platform for their voices to be heard,” and claims the bespoke handcrafted typeface is designed with “the creative community in mind.”

Creative UK is the independent network for the UK’s creative industries, and its purpose is to merge the industry insights and advocacy work that the Creative Industries Federation completes, with the practical and investment work which Creative England carries out. In 2020, campaign activity to raise awareness on the effects of Covid-19 on the creative industries recognised the creative sector’s potential to drive growth and recovery, and led to intervention from the UK government to address these concerns. The Creative UK Group awarded over £4.1 million in loans and grants for creativity during the 2020-2021 financial year.

Caroline Norbury, the chief executive of Creative UK, hopes this new brand will support the organisation’s vision of a world where “creativity is championed, valued and fundamentally nurtured. To achieve this, we need to unite the creative sector, generating opportunities for creators and innovators to thrive, and equipping them with the tools they need to reach their full potential.”

Norbury argues that the new identity embraces the core values behind the founding organisations, thereby reflecting the desire to enact an impact and drive “real change.” Creative UK is investing in creative businesses, people and places to help release untapped innovation and entrepreneurialism, and support creativity in towns, cities and regions throughout the UK. “We believe in the power of creativity to shape the UK’s social, cultural and economic future and we are here for those who dare to imagine,” ends Norbury.