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A new look for Place des Arts

The iconic gold fish that was tied to Place des Arts’ image for more than two decades was replaced last Friday with bold, bright colours and images — better suited to the Coquitlam arts facility, said executive director Joan McCauley.
Joan
Joan McCauley at the launch of the centre's new brand, last Friday at Place des Arts.

The fish is gone.

The iconic gold symbol that was tied to Place des Arts’ image for more than two decades was replaced last Friday with bold, bright colours and images — better suited to the Coquitlam arts facility, said executive director Joan McCauley.

The 10-month rebranding process for the Maillardville venue came with a $17,500 price tag and with the assistance of Carter Hales, an award-winning Vancouver design company that’s worked on marketing strategies for such companies as Bard on the Beach, the Vancouver International Airport Authority and Electronic Arts.

LOGO

At its launch, during the opening reception of three new art exhibits, McCauley called the new logo “wonderful, welcoming and inspiring” as it honours the Brunette Avenue building’s history with Ryan House — the 1908 home that was built for the manager of Fraser Mills and incorporated into Place des Arts’ structure in 1994 — and it speaks to the centre’s future.

That’s not all.

“Home to our arts community” is the centre’s new tagline, a phrase Place des Arts’ staff say they hear nearly every day. “Our students and families tell us that this is their second home,” McCauley said, “and we’re so glad that’s been captured in our new identity.”

LOGO

The reinvention started a few years back when the society board began to look at a new strategic plan and vision.

McCauley, who began working at Place des Arts in 1994, said the board and staff wanted a better marketing reflection to tell its story visually. “We wanted to keep moving forward. We needed something fresh,” she said, adding the goal is also to boost participation rates.

Carter Hales conducted interviews with board members, staff and teachers to come up with its colourful, clean illustrations to represent the 45-year-old arts hub.

And its winning proposal, which shows Place des Arts’ main disciplines of visual arts, theatre, dance and music — with greenery in the background and water below — “just clicked,” McCauley recalled. “It lined up with what we were thinking. It’s playful and accessible. They delivered.”

Meanwhile, to celebrate its rebranding, Place des Arts is inviting the public to take part in a contest called My Place des Arts Story.

Entrants can comment on why or how the centre feels like home to them, by the July 31 deadline.

The contest offers a $500 Place des Arts’ gift card and a $500 pre-paid Visa gift card to the first-place winner; second and third prizes, with lesser values, will also be handed out.

• To apply to the contest, take the online survey (via placedesarts.ca) or visit the centre at 1120 Brunette Ave. and fill out a printed entry form.

jcleugh@tricitynews.com