New branding pays homage to Town Hall history

Ararat’s revamped arts precinct has this week unveiled new branding in the lead up to its official reopening next month.

In a move that pays homage to the iconic Ararat Town Hall, the area formerly known as the Performing Arts Centre will be simply renamed Ararat Town Hall.

The Ararat Regional Art Gallery also returns to its earlier name, Ararat Gallery.

However, Ararat Rural City Council Mayor, Cr Gwenda Allgood said the gallery would now have a new sub-brand – TAMA: Textile Art Museum Australia.

“This new brand capitalises on the gallery’s national reputation for textile art,” Cr Allgood said.

Visual branding identities have been developed to reflect the renamed gallery and performing arts spaces.

Cr Allgood said the new brands were the result of a lengthy process that originated with a facilitated workshop in 2015 to seek ideas and feedback from stakeholders about existing and future branding.

Melbourne-based design agency Brandworks was appointed in 2017 to develop new logos and branding, along with websites for Ararat Gallery and Ararat Town Hall.

“The resulting brands have been informed by the Town Hall’s history and heritage, but also reflect the fresh and dynamic arts programming that is planned for this new precinct,” Cr Allgood said.

“There is no doubt this will all help to position our gallery as a leading national textile art destination and the much-loved Town Hall as the creative heart of our region.”

A video explaining the new brands can be viewed by clicking here.

The new websites are scheduled to go live in mid-July, with a community celebration and official opening planned for the weeks following.

The Ararat Arts Precinct redevelopment has been funded via a partnership between the Ararat Rural City Council, the Victorian Government ($5.2 million), Federal Government’s National Stronger Regions Fund ($945,000) and the regional community.