The art of the makeover

Rebranding, expanding and refreshing a company’s identity: there’s more to it than just changing a logo.
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Rebranding doesn’t have to be a drag. Image via Shutterstock.

‘What’s in a name? that which we call a rose
By any other name would smell as sweet…’ – Romeo and Juliet, Act II, Scene II

When Melbourne Youth Music – now Melbourne Youth Orchestras – set about planning for their 50th anniversary in 2017, the company’s identity was one of the many aspects of its operations and programs to be discussed.

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Richard Watts is ArtsHub's National Performing Arts Editor; he also presents the weekly program SmartArts on Three Triple R FM, and serves as the Chair of La Mama Theatre's volunteer Committee of Management. Richard is a life member of the Melbourne Queer Film Festival, and was awarded the status of Melbourne Fringe Living Legend in 2017. In 2020 he was awarded the Sidney Myer Performing Arts Awards' Facilitator's Prize. Most recently, Richard was presented with a Lifetime Achievement Award by the Green Room Awards Association in June 2021. Follow him on Twitter: @richardthewatts