New York's Lincoln Center Institute has renamed the education wing of its performing arts complex to Lincoln Center Education as part of a rebrand from The Brand Union.
The rebranding comes with the aid of a $4m grant from the Sherman Fairchild Foundation after a year of examining the centre's programmes and initiatives, and includes a new mission statement: "To enrich the lives of students, educators and lifelong learners by providing opportunities for engagement with the arts on stage, in the classroom, digitally and in community.”
Accompanying this new statement of intent is the tagline: “Helping young minds perform in a dynamic world.”
The centre's executive director Russell Granet noted: “Over the past year, we concentrated on the question: ‘What should the world’s largest performing arts center do with arts education in today’s world?’ We believe that the core values of the arts, including imagination, innovation, collaboration and perseverance, can lead to more effective problem solving. We can better prepare students for their academic and professional lives in the 21st century by training them to think like artists. We are grateful for the tremendous generosity of the Sherman Fairchild Foundation, whose funds will help us redefine LCE, and strategically develop programs for students, educators and lifelong learners, especially those that love the arts.”
As well as working in tandem with Ogilvy and Mather on this campaign, The Brand Union was responsible for the Lincoln Center's overall branding, including a tagline, Lincoln Center: Seen It? and the creation of a new ‘pin’ icon.