Rebrand launch: a message from our CEO

After serving us well for 20 years, it was time to retire our boat logo.

As our organisation has grown and evolved, it has become clear that our visual identity needs to better reflect who we are today and where we are heading. This update ensures it now matches our purpose, our values, and the experience we aim to deliver to those we work with every day.

Shetland Arts is different things to different people. We wanted to better communicate the variety of what we do, the unique impact we make, and the connections between our activities and venues as we make plans for the future.

We‘d like to thank Highlands and Islands Enterprise for their funding which made this rebrand possible and reflects a shared commitment to the continued development of Shetland’s cultural sector. 

What’s new

Our updated brand includes a new logo, a brighter colour palette, and refreshed typography. Together, these elements create a more flexible and confident visual identity that supports clearer communication and stronger recognition across all our channels.

How we did it

We appointed our design experts at Eleven Design through a competitive tender process and grounded the work in insight and feedback. We engaged customers through a survey, held staff workshops to capture internal perspectives, and established an internal working group to guide decisions and ensure the outcome genuinely reflects our organisation. The result is a brand shaped by the people who know us best.

We also worked with web design studio Maraid Design to build our fresh new website.

What happens next

Over the coming weeks, you’ll see our new look and feel across our website, posters, programmes, team uniforms and more.

While our look has changed, our commitment to our customers, partners, and communities remains exactly the same. This new brand gives us a stronger platform to support our work today and into the future.

Shetland Arts is for everyone, and we hope our new look helps you feel welcome here.

Graeme Howell
Chief Executive Officer, Shetland Arts

For more information about our work, visit our About us page.

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