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The art of the makeover

Rebranding, expanding and refreshing a company’s identity: there’s more to it than just changing a logo.

24 Mar 2017 12:00

Richard Watts

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Writing and Publishing

Rebranding doesn’t have to be a drag. Image via Shutterstock.

‘What’s in a name? that which we call a rose
By any other name would smell as sweet…’ – Romeo and Juliet, Act II, Scene II

When Melbourne Youth Music – now Melbourne Youth Orchestras – set about planning for their 50^th anniversary in 2017, the company’s identity was one of the many aspects of its operations and programs to be discussed.

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Richard Watts

Richard Watts OAM is ArtsHub's National Performing Arts Editor; he also presents the weekly program SmartArts on Three Triple R FM. Richard is a life member of the Melbourne Queer Film Festival, a Melbourne Fringe Festival Living Legend, and was awarded the Sidney Myer Performing Arts Awards' Facilitator's Prize in 2020. In 2021 he received a Lifetime Achievement Award from the Green Room Awards Association. Most recently, Richard received a Medal of the Order of Australia (OAM) in June 2024. Follow him on Twitter: @richardthewatts