Creative England has today revealed its new brand identity which has been created by Sheffield design agency Peter and Paul.
The spiral logo in red and purple will be used across all Creative England's marketing materials, including its new website which has also gone live today.
The new support body for the creative industries outside London came in for criticism when The Drum discovered that it had received more than 150 applications for the branding brief - with only a £5,000 budget on offer for the winner.
As first reported by The Drum, the four-strong Peter and Paul team was appointed to the task in January.
Creative England CEO, Caroline Norbury, said: “We are really pleased with the work that Peter and Paul have done for us during this commission. They are a first-rate communications agency who have produced a strong and distinctive new identity and branding for us.
“By creating a vibrant logo which reflects the dynamism of the sectors we represent, we think they’ve captured in a simple, but stylish way, what Creative England and our many partners are working so hard to achieve.”
Peter and Paul creative director, Paul Reardon, added: "It’s important to Creative England that they respond to their new audiences, and let their remit evolve as really required. We had to embrace that fluidity, so the new identity is really about showing them as dynamic and moving.”