(NEWARK, NJ) -- GlassRoots, the dynamic Newark Glass Arts Center that has steadily broadened its role as a community-builder, educator, economic catalyst and arts innovator, is moving confidently into the future by harnessing the power of change.
With the goal to “reflect today’s GlassRoots accurately, while remaining true to its roots,” GlassRoots recently introduced a new logo and identity, defined by the spark symbol, bringing to life the vital energy that sets change in motion. It pairs with the Sparking Change tagline that reflects GlassRoots’ position today. An additional element of the brand, Newark Glass Arts Center, expands on the organization’s historical and cultural significance within Newark and is a stirring, visual representation of GlassRoots’ growth and evolution into a nationally recognized artistic center for glassmaking and design.
“We’re at an exciting turning point and have chosen a new design and positioning that better reflects our vibrancy and strengths, and our power to transform,” says GlassRoots Executive Director Carol Losos. “We continue to stand for positive change in our community and in people’s lives; at the same time our organization itself has changed and we want to celebrate and highlight our current impact and future potential.”
To spearhead the re-positioning and new look and feel, GlassRoots worked with the New Jersey-based branding firm DePaolis Design. Founder and designer Diane DePaolis collaborated with GlassRoots’ Executive Director Carol Losos and its steering committee, along with GlassRoots’ Board of Directors to define the brand purpose and bring it to life visually in the new design.
“Impactful branding today must be dynamic and work across multiple communication platforms,“ says DePaolis. “It must be a seamless experience across digital and social media, through to traditional print channels, while staying true to its distinct personality and voice.”
“The look, feel and usage of GlassRoots’ new brand identity successfully meets this essential design challenge,” says GlassRoots Board President Roger C. Tucker. “Our new branding highlights our historic and ongoing commitment to the Newark community.”
Community Roots and Expansion: Founded in 1999 with two torches and a table at the Boys and Girls Club of Newark, the organization’s identity was synonymous with its early grassroots activities. Youth classes, entrepreneurship training and basic glass art classes (without even a hot furnace) served as a starting point. GlassRoots’ pivotal role in the positive evolution of Newark and in regional youth development fueled its growth and re-positioning into a vital and multi-faceted resource for adults as well as youth, using the transformative power of glassmaking to teach and inspire.
GlassRoots has become a significant career pipeline for artists. Its artists-in-residence and fellowship programs attract distinguished artists who inspire and lead. Its young adult programs offer thousands of hours of glassmaking. And its classes empower hundreds of young people and adults as they develop new skills, attitudes and opportunities.
GlassRoots is based within Newark’s recently declared Arts and Education District, an initiative of Mayor Ras Baraka to enhance the cultural value of the City’s creative and economic life. The goal is to use collaboration, artistic skill-building, education, community inclusion, innovation and sustainability to spur economic investment and community improvement.
Purpose and Position: GlassRoots’ new identity is built on the concept of Sparking Change and establishes its emergence as a true center for the arts. The fresh logo, designed in fluid hues of orange that signify movement and intensity, brings that purpose to life visually. Its bold, diagonal shapes represent sparks moving in a forward motion, signifying empowerment and individual transformation.
Incorporating fire in the branding connects GlassRoots to its origin and importance as a center for glassmaking. And adding the descriptor Newark Arts Center makes a direct statement about GlassRoots’ role in the community. The GlassRoots bold lowercase letters work in contrast to the sparks’ gradient colors and visceral energy. Together they suggest a powerful and sustained voice in the community.
For additional information about GlassRoots, please visit them online, where their digital branding will also be changing soon.
GlassRoots is a Newark-based 501(c)(3) nonprofit organization that provides opportunities for achievement to youth and young adults by engaging them in the creation of glass art and the development of entrepreneurial and life skills. GlassRoots programs are STEAM-based (science, technology, engineering, arts and math), and are offered as in-school residencies, after-school and summer arts programs, workforce development programs, and as workshops for teens and adults, using competency in handling molten glass as a pathway to personal development.
