A place where minds can meet.

September 25th, 2018

National Centre for Writing branding

We absolutely love winning new clients but nothing beats a long standing relationship with an organisation – one where we watch it grow and evolve over time. The Click has been working with Writers’ Centre Norwich (WCN) for around a decade, so we were over the moon when they came to us ahead of the official launch of the National Centre for Writing. The project included consultancy; a new brand logo; brand guidelines document; poster, literature and banner design templates; signage and way finding; and art direction.

Since its inception in 2003 the WCN exceeded all expectations and became a nationally significant organisation, developing pioneering projects with partners around the world and becoming a driving force behind new ways of working in the literature sector. Over the years The Click has worked on projects including the successful UNESCO City of Literature bid, branding of International Literature Showcase and the city of Norwich signs.

“As Writers’ Centre Norwich transformed into the National Centre for Writing we knew we wanted to work with The Click on the brand update. As they did the original WCN logo, which we all still loved and felt reflected us as an organisation, we weren’t so much looking for a rebrand as an update and evolution of our current brand. The Click got this,” said Alice Kent, Communications Director for NCW.

The National Centre for Writing (NCW) launched in June 2018, following a £2m extension and restoration of historic Dragon Hall. The new centre, backed by patrons including Margaret Atwood, JM Coetzee, Sarah Perry, Elif Shafak and Ali Smith, will be a physical and digital space to explore the artistic and social power of creative writing, and support the creation and enjoyment of world literature.

National Centre for Writing entrance signage

The updated logo responds to one of the centre’s key objectives – a place where minds can meet. The brand icon is constructed from two pens meeting in a space which in turn creates an ’N’. The ‘N’ represents ‘National’, as well as making reference to the home of the centre – Norwich (in Norfolk).

Our aim from the start was to provide value to the client. By producing a brand guidelines document and templates for use in-house, it allowed NCW and other local freelancers to roll out their new brand using the toolkit provided.

National Centre for Writing printed literature

Commenting on the rebrand, Alice Kent, Communications Director for NCW said, “It looks great and makes us stand out. The best thing about it is its flexibility. As an arts charity our resources are tight. With the supplied brand guidelines such as a series of design templates for things like posters, flyers, pull-up banners etc. we’ve been able to use these to do a lot of small jobs in-house – which still look fantastic and professional,” commented Alice.

National Centre for Writing bookmark sign

National Centre for Writing wayfinding sign

“The new signage for the National Centre for Writing at Dragon Hall drew on elements of the logo including the ‘N’ and the ‘pen’ to create directional and way finding signs. The best thing about the process was how quickly The Click got what we were after and came back with visuals that did exactly what we wanted,” concluded Alice.

National Centre for Writing brand logo

You can view the full National Centre for Writing brand case study here.

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