Kin Man Hui/Staff photographerThe new name, which can be shortened to the Contemporary, is designed to make the space’s mission as a contemporary arts organization immediately clear. It’s also intended to make it a little easier for visitors seeking out the Southtown space.and we share the name Blue Star with many of our neighbors,” said Mary Heathcott, who has been the space’s executive director since 2014.
The new name will be celebrated with a First Friday block party at 6 p.m. Oct. 7 in front of the exhibition space. The bash will include the unveiling of a new sign, as well as the opportunity for folks to get the new logo screen printed on bandanas or T-shirts.Express-News file photo It's been more than 10 years since the space, previously known as the Blue Star Contemporary Art Center, freshened its brand.
"We’re looking to the future, and we see this as a very important period of re-envisioning and re-engaging audiences as we are coming out of this historically difficult and challenging time way beyond our imagination, I think," Heathcott said."One of our core values is to be forward-thinking, and I think this is a demonstration of that."
The Contemporary team worked with brand strategist Leigh M. Baldwin on the project, which included input from focus groups. The space's sleek new graphic identity was created by Jamie Stolarski. The new logo has Blue Star represented as a small blue star beside the word Contemporary.Executive Director Mary Heathcott, from left, and Development Manager Elaine Leahy show samples of their gallery's re-branding. Blue Star Contemporary Arts is becoming the Contemporary at Blue Star.