IN a colourful display, set against a backdrop of vibrant cultural murals, the JCDC yesterday unveiled its new image, incorporating a new logo, museum, gift shop and a raft of initiatives which form part of a comprehensive rebranding strategy.

Minister of Culture Olivia ‘Babsy’ Grange, under whose ministry the JCDC falls, told those gathered for the rebranding ceremony that, “this rebranding strategy is specifically designed to build on the resuscitation of the cultural development programme which started with the reintroduction of the Grand Gala two years ago.”

Minister Grange said Jamaica’s cultural activities must be regarded as crucial to the socio-economic development of the nation and that JCDC’s new three-year strategy was informed by Vision 2030 Jamaica, the National Development Plan.

Grace Silvera, the JCDC’s new executive director, said this phase of the rebranding of the Commission cost J$3.5 million, some 90 per cent of which was contributed by private sector companies. According to Silvera: “With the audacious deadlines we set for ourselves it took a highly motivated and hard-working team coupled with generous support from the private sector to deliver these outstanding results in such a short time.” Under Silvera’s leadership the JCDC is introducing new programmes, putting greater emphasis on community development, exploring new income-generating opportunities, strengthening strategic alliances with other sector agencies and introducing world-class standards and best practices.

Among the many highlights of the event at the Phoenix Avenue location in Kingston was the unveiling of a new logo by Minister Grange. The new logo designed by leading advertising agency, WaterWorks Limited, has as its main element the National Hummingbird and other features which together “symbolise a culture that is ebullient, bold, and even brash, yet graceful.”

Set in landscaped surroundings, the freshly painted JCDC headquarters buildings now boasts murals depicting all areas of the arts and houses a well-appointed staff lounge, souvenir gift shop and museum of musical instruments.