Now in its 38th year, the rebrand coincides with the arts centre's ongoing redevelopments which are reimagining the centre as a home for all creative industries and a hub for young artists and creative businesses across a range of disciplines.
The name and the positioning builds on the centre's ongoing work to host and present the best arts experiences to the community, it aligns with the community's vision for Greater Geelong to be recognised regionally, nationally and internationally as a clever and creative city-region and gives the arts centre an opportunity to speak to, and about, Geelong in a whole new way.