The National Arts Festival, now in its 35th year and held annually in Grahamstown, has launched a new visual identity and marketing campaign developed by the Festival's newly appointed advertising agency, Ireland/Davenport.

Commenting on this move, festival CEO Tony Lankester said, 'As the country's best-known and longest running annual celebration of the Arts, we were looking for a fresh, modern face for our brand that retained some of the spirit we have nurtured and developed over the years, and to find a way of packaging the whole festival experience, communicating its essence.'

Says Philip Ireland, Executive Creative Director of Ireland/Davenport, 'We've attempted to capture the artistic soul of the National Arts Festival with the suggestion of drumming and clapping, two activities that are so central to African festivals and celebration. We feel that this gives the sense of vibrancy, intensity and excitement and highlights the celebratory nature of the Festival.'

According to Ismail Mahomed, the Festival's Director, the event is chartering a challenging and exciting era. 'The hands on the logo signify our intentions to reach out and grasp newer experiences and demonstrate how we embrace openness and diversity. They also reflect that single moment through which we celebrate our country's artists'-applause.'

Accompanying this new logo is the slogan '10 Days of Amazing'. Lankester commented that, even though the Festival has an influential presence throughout the year with various initiatives related to supporting and developing the arts in South Africa, the brand experience culminates in 10 days in July where audiences can step into the realm of 'amazing'.

The launch of the new visual identity coincides with the launch of the National Arts Festival 2009 '10 days of amazing!' festival poster campaign.

The National Arts Festival will run from July 2 - 11, 2009, in Grahamstown. For more information visit: www.nationalartsfestival.co.za

The National Arts Festival is sponsored by Standard Bank, The Eastern Cape Government, The National Arts Council, The National Lottery Distribution Trust Fund and The Sunday Independent.