Powerhouse Arts

Integrated Awards: Branding Identity – Rebrand/Refresh

Entro

Toronto, Ontario, Canada

The Powerhouse, an early 20th-century power station in Brooklyn along the Gowanus Canal, was built to supply electricity to the Brooklyn Rapid Transit. While the Boiler House was demolished the plant ceased operation in the 1970s, it gained no toriety as “The Batcave,” hosting explorers and graffiti artists. In 2012, Powerhouse Arts acquired and restored the site preserving its character. In need of a refreshed visual identity, Entro developed a dynamic brand system for Powerhouse Arts to represent its evolving creative community and history. The logo, a collection of interconnected elements, symbolizes unity and resembles a “hive,” conveying the energy of people and services. The black and white represent focus and the orange, green and blue colours inspired by graffiti, harmonize with Powerhouse photography. Amid New York’s competitive art landscape, the new branding sets Powerhouse Arts apart as a people-cen tric community connecting a diverse range of artists, educators and communities