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What's In A Name? About £50k, normally

Merged Cornerhouse and Library Theatre looks for new identity

Written by . Published on December 8th 2011.


What's In A Name? About £50k, normally

THE Cornerhouse and the Library Theatre Company are looking for a new name to sum up the new-look organisation.

The two will merge next April to create - and this is their words - 'an entirely new production based multi-artform organisation.'

Brand agencies normally get paid tens of thousands of pounds for this sort of stuff, which normally results in something looking like a sad owl or roadkill.

And they're looking for a brand strategy agency to give them a new name.

There'll be a new purpose-built home at First Street, costing £19m and opening in 2014, led by Manchester City Council.

Together with the council and Marketing Manchester, the two entities are going out to tender for the following:

'A. A brand strategy and brand name for the new contemporary arts organisation that articulates its artistic vision and core values and is relevant, meaningful and connected with its audiences. Strategy deliverables include the brand story, values, positioning, and personality.

B. A forward thinking, inspirational and ready to implement visual and verbal identity that brings the brand strategy to life. Deliverables include a clear brand brief, style guidelines and templates for collateral, designed to ensure the long-term, consistent implementation and management of the brand.'

Agencies are invited to submit proposals for one or both of these areas, and joint submissions are also welcomed.

The process will take place in three stages: An initial credentials submission (via email); meetings with longlisted agencies; selection of a final shortlist of agencies who will be asked to put together a presentation on their approach to the project (creative concepts are not required as part of this presentation).

The closing date for credentials submissions is noon on Friday 16 December.

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11 comments so far, continue the conversation, write a comment.

ConmanDecember 8th 2011.

'Displaced'

David in CheshireDecember 8th 2011.

The Libraryhouse Corner Theatre?

Hayley FlynnDecember 8th 2011.

I heard on the grapevine that there's a strong possibility they council will demolish the Cornerhouse :(

Hayley FlynnDecember 8th 2011.

That ^ but without the typos

First St £19m Crossing Patrols £1mDecember 9th 2011.

I risk my children's lives twice a day because we have had our lollipop lady removed because of budget cuts. Just sayin like.

Asa5312December 11th 2011.

Appalling new building and now a name/brand designed by committee. The council (and the trustees of the Cornerhouse) should be ashamed of themselves. Inept.

2 Responses: Reply To This...
AnonymousDecember 12th 2011.

An inept comment.

The picture above is purely indicative. The actual designs haven't been made public yet unless you have seen something the rest of us haven't? In addition, as the article states, the partners overseeing this project are tendering for a brand and identity, not designing it themselves.

AnonymousDecember 12th 2011.

I stand corrected. I guess my main issue is the closure of The Cornerhouse in the first place. I'm not against progress though, its just that not many new developments have much finesse or sensitivity towards their surroundings.

AnonymousDecember 14th 2011.

It needs to be something that will give them a platform on the national stage, such as:
Manchester Institute for Contemporary Arts (MICA)
of Contemporary Arts Manchester (CAM)

The definitely needs to avoid a Centrica style non-word.

(If either of these gets picked I'm demanding my share of the coin!)

Simon BinnsDecember 14th 2011.

I get the feeling it will have to be something that will shorten down to a nice acronym. Manchester likes acronyms.

Trevor RudeJanuary 4th 2012.

Or even Cinema Unique, Now Theatre? We'd all remember the acronym

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