Sunday 22 September, 2019

Permanent Carifesta logo to be launched at closing ceremony

This is the logo for Carifesta XIV. A new permanent logo will be launched at the closing ceremony.

This is the logo for Carifesta XIV. A new permanent logo will be launched at the closing ceremony.

A permanent logo for Carifesta will be launched at the closing ceremony of Carifesta XIV.

Dr Hilary Brown, Programme Manager for Culture and Community Development at the Caricom Secretariat, made the announcement at a panel discussion on Cultural Policy at the opening of the Journey Round Myself symposium at the University of the West Indies, St Augustine campus.

Speaking to Loop, Dr Brown said the establishment of a permanent logo is important as it will brand the bi-annual event.

“It is very significant because this is the 14th Carifesta and since the first Carifesta in 1972 every host country has designed a brand new logo which means that we have not been able to develop brand recognition for Carifesta all these years. As soon as one is approved for a festival it is around for a year and there is a new one for the next.

“So what we want to do with a permanent logo is to ensure we can develop merchandise, leverage the intellectual property value and create a recognisable brand for Carifesta which will redound to our benefit in between festivals. We can have Carifesta merchandise at all the airport shops around the region and people can begin to identify with that logo,” she explained.

Dr Brown said building an identifiable brand identity will be able to assist in the marketing of the festival to the diaspora and the regional market where awareness remains low.

She said a recognisable brand would certainly assist with efforts to promote Carifesta by licensing it in a meaningful way to attract the resources and address developmental issues such as data collection and evaluation.

“A Government spends a lot of money hosting Carifesta so what is the return on investment. We should be doing audience surveys, we should be doing exit surveys, what was the spending in the economy, what was the impact? None of this happens,” she said noting that member states could spend as much as half a million US dollars on meals, accommodation, flights etc.

“Carifesta is one of the largest regional investments in culture,” she said.

The logo was commissioned and designed by Panmedia Limited, based in Jamaica.

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