BAFTA

Rebranding a film icon

Brand strategy
Brand identity
Brand architecture
Brand assets
Brand guidelines
Brand activation
Event branding
Signage and wayfinding
Art direction

Client

The British Academy of Film and Television Arts (BAFTA) is world renowned for leading, supporting, developing and promoting excellence in moving image.

Brief

The BAFTA brand had become tired and distorted since its inception in 1947, with moving image evolving from film to embrace television, digital and gaming in more recent years. In their 60th Anniversary year, they asked Rose to review their brand to create greater recognition globally and help the BAFTA brand to become fit for purpose again, for the 21st century. As a charity, they also needed their brand to work harder for them, in helping generate essential funding through attracting high calibre sponsors and partners.

Solution

The famous bronze mask was originally created for BAFTA’s awards in 1955 and had been misused in their visual identity over time. To address this, Rose reviewed the mask from all facing angles to define and create an iconic marque, both to restore its glamour, as well as ensuring the organisation’s great British heritage is delivered elegantly and consistently in all media. Rose created the BAFTA brand identity, to reinstate the prestige associated with the organisation. With an ever-expanding portfolio of domestic and international sub-brands and partnerships, Rose also reviewed and resolved BAFTA’s brand architecture, to provide instant recognition and complete clarity across the organisation. Without compromising the visual identity, Rose created a brand structure for BAFTA which has resulted in a substantial increase in brand awareness across every area of the organisation around the world. This has enabled BAFTA to deliver consistency in their brand experiences both domestically and internationally.

Results

The ‘glamour by association’ of the prestigious rebrand by Rose has reaffirmed BAFTA’s reputation and status in the industry, attracting lucrative sponsorship deals. Repositioning them as a global leader in moving image has also helped BAFTA create valuable new revenue streams and increased their sustainability as a charity. In the year following the rebrand, BAFTA’s annual awards saw a 48% increase in global television audience figures; events attendance increased by 87%; web traffic (unique visits) to bafta.org increased by 57%, Corporate Membership revenue grew by 78%¹ and BAFTA Productions increased their turnover by 176%. The BAFTA awards are now broadcast in over 200 countries worldwide.

¹ The British Academy of Film and Television Arts Consolidated Financial Statements