The main challenge was to create a clear hierarchy and allow ACN to morph seamlessly between formal and informal attire. In a sense, they need to communicate with artists and governmental bodies simultaneously. The previous brand was too monolithic and did not allow for visual elaboration on the role of ACN. It was rigid and top-down.
A simple idea to rule them all. The hexagon logo is an anchor that all sub- and main components use as a reference. It's almost a visual pun – the identity revolves around the logo. This idea allows for a playful structure and hierarchy – enabling sub-brands and endorsed logos fluid interaction with the leading brand.
With the new hierarchy, the Arts Council can move in and out of roles with ease. The new identity can adapt from formal and sober to experimental and playful. By applying rotation and repetition, the identity as a whole reflects the hierarchical logo concept. In sum, the Arts Council Norway now obtains an extensive toolbox of possibilities.