Today?s society is dominated by image, as multi-national businesses compete to produce the biggest, sleekest brands. To win the attention of the public, the arts must now compete with Odeon or Big Brother using the tools of commercial branding; but although branding offers arts organisations many opportunities, not all are finding it a simple process. Sian Clarke explains why.

Branding is about more than just a logo. It requires us to understand how our organisations? images are... more