It has been called, at various times, the Port Moody Arts Centre, the Arts Centre, the Port Moody Arts Centre and PMAC.
Now, the non-profit arts organization in the old city hall building will simply be named PoMoArts.
Last week, members of the Port Moody Arts Centre unveiled the new logo and name before Port Moody city council, a consolidated brand that’s “bold and modern” in its look and appeals to all ages, said managing director Fatima Amarshi.
As in the last logo, which had the words “the arts centre” with “port moody” below, the new logo also features the mountains and water graphics to reflect the geography of and near the City of the Arts.
But the colours pop more in the refreshed design, presenting an abstract image beside “PoMoArts” and the catchphrase “Creativity Lives Here” underneath.
“It’s been about 10 years since we’ve had a brand update,” Amarshi told The Tri-City News today (Monday). “We felt it was time.”
Tasked by the society last fall to rebuild the brand and website was A3 Creative Solutions, a Port Moody digital agency whose past clients include shoplocalportmoody.ca, Share Family and Community Services and Vancouver United FC.
Meanwhile, attached to PoMoArts’ website is a new artist directory for members. The resource is designed to give Tri-City artists a higher profile and to promote their work via a central database (the cost for an annual membership is $25.24).
PoMoArts’ brand change comes after years of structural additions and renovations to the St. Johns Street facility as well as a high staffing turnover.
Since 2013, there have been four executive/managing directors — Jane Matthews, Bruce Campbell, Stephen Torrence and, now, Amarshi — who have struggled with capital and operating costs, especially after it extended into the Centennial/Appleyard heritage house to open up programming.
In 2016, the city granted the society a 10-year interest-free loan for $45,000 to retire an expensive line of credit. Three years earlier, the city provided the society with a $87,500 interest-free loan to design and build an atrium to link the building with the heritage home (that loan was repaid in 2015).
Amarshi said PoMoArts is on more solid financial footing now and has a number of new initiatives planned for this year, including the launch of an early years music education program in the fall.
As well, it will start fundraising for a new visual arts scholarship for emerging artists, plans its first-ever digital exhibit and more multicultural events.
Last month, it also extended its operating hours: 10 a.m. to 9 p.m. on weekdays; 10 a.m. to 5 p.m. on weekends.
“Our biggest challenge is visibility,” Amarshi said. “There are lots of people in our community who don’t know we are here. We’re hoping to bring them in and take a look at what we have to offer.”
