In a colourful display, set against a backdrop of vibrant cultural murals, the JCDC today
(February 18) unveiled its new image incorporating a new logo, museum, gift shop and a raft of initiatives which form part of a comprehensive re-branding strategy.
Minister of Youth, Sports and Culture the Hon. Olivia Grange, under whose Ministry the JCDC falls, told those gathered for the Re-Branding ceremony that, “this re-branding strategy is specifically designed to build on the resuscitation of the cultural development programme which started with the re-introduction of the Grand Gala two years ago.”
Minister Grange said Jamaica’s cultural activities must be regarded as crucial to the socio-economic development of the nation and that JCDC’s new three-year strategy was informed by the Vision 2030 Jamaica, the National Development Plan.
Grace Silvera, the JCDC’s new executive director, said this phase of the re-branding of the Commission cost J$3.5 Million, some 90% of which was contributed by private sector companies. According to Ms. Silvera, “With the audacious deadlines we set for ourselves it took a highly motivated and hard working team coupled with generous support from the private sector to deliver these outstanding results in such a short time.” Under Miss Silvera’s leadership the JCDC is introducing new programmes, putting greater emphasis on community development, exploring new income generating opportunities, strengthening strategic alliances with other sector agencies and introducing world-class standards and best practices.
Among the many highlights of the event at the Phoenix Avenue location in Kingston was the unveiling of a new logo by Minister Grange. The new logo designed by leading Advertising Agency, WaterWorks Limited, has as its main element the National Humming Bird and other features which together “symbolise a culture that is ebullient, bold, and even brash, yet graceful.”
Set in landscaped surroundings, the freshly painted JCDC headquarters buildings now boasts artistic murals depicting all areas of the arts and houses a well appointed staff lounge, souvenir gift shop and museum of musical instruments.
|The newly repainted and refurbished premises at the JCDC Head Office located on Phoenix Avenue was unveiled as part of a multi-phase rebranding process at the official re-branding ceremony held on Thursday, February 18.|
|Minister of Youth Sports and Culture ,Olivia ‘Babsy’ Grange looks on after unveiling the new JCDC sign and logo as Executive Director Grace Silvera, designer of the logo, Sanjay Charlton of Waterworks Advertising Agency and former JCDC Chairman, Hugh Nash look on.|
|Lenneth Richards, JCDC Traditional Folk Forms specialist guides, Minister of Youth Sports and Culture, Olivia Grange on a tour of the newly opened museum which was opened during the official Re-Branding ceremony|
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