The Ann Maguire Arts Educational Fund unveils brand identity created by Elmwood

The Ann Maguire Arts Educational Fund has turned to Elmwood to create an identity for the recently launched charity.

Designed in partnership with the Maguire family, the concept aims to capture the spirit of aspiration and achievement that is central to the charity’s purpose which was set up following Maguire’s death earlier this year.

Elmwood offered its services to the Maguire family and set out to create a visual identity that could be used in the charity’s fundraising efforts across all touch points.

The personal nature of the project saw Elwood create a visual focal point and symbol to rally around with the aim to create something that visually captured and symbolised the human spirit.

The purple and jade green colour palette was chosen to stand out and appeal to a young target age group. The colourways also hint at femininity without being gender specific.

Kerry Maguire commented that Elmwood had “captured the spirit of” the charity with the design.

Of the brand marque, Maguire said: “The combination of the dandelion and the hint at academia with the reference to books is an ideal metaphor to show how, with a little support, human potential can be reached and dreams can take flight.”

Simon Preece, director of effectiveness stuff at Elmwood, added: “We wanted to create something that visually represents the legacy of Ann Maguire, and which brings to life all the hope, opportunities and achievement that a fund like this can bring to young people.”

The Ann Maguire Arts Educational Fund was set up by the teacher’s family to carry on her legacy and exists to inspire achievement, create opportunities, enable development and encourage young people to dream of the possibilities in the arts, music, drama, language and dance.

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