Tennessee: New Agency Brand

The Tennessee Arts Commission has launched a new agency brand reflecting what it learned from constituents through its most recent strategic planning process. While developing its 2015 – 2019 plan, Cultivating the Arts in Tennessee, the Commission heard from artists, arts organizations and other stakeholders that it is paramount both to demonstrate the public value of the arts and to increase public access to arts opportunities across the state. In response, the Commission created a cohesive set of messages and design principles, which the agency is integrating into all aspects of its work, supporting its commitment to championing the state’s arts ecology. The heart of the new brand, as shown in a YouTube unveiling of it, is the deep connection between communities and creative expression in Tennessee. The Commission’s new logo, for example, is three overlapping stars, representing the arts uniting the three grand divisions of the state, and a tagline—Cultivate. Create. Participate.—underscoring the many ways the arts are part of Tennessee life. Effective usage of brand components, such as color palette, photography style, typography and signage, is described in an accompanying set of guidelines for agency grantees, partners and staff. For more information, contact Tennessee Arts Commission Director of Marketing and Development Suzanne Lynch.