Indian River Festival announces full brand refresh, new name
KENSINGTON, P.E.I. - The Indian River Festival has undergone a full brand overhaul to better represent the mandate of the music festival.
In a March 15 release, the festival's board of directors announced the festival will now be known as the Under the Spire Music Festival.
Members of the festival's board have long thought of changing the name of the historic festival to better represent the organization's mandate--presenting quality music to highlight the beauty of historic St. Mary’s Church while helping restore the venue.
Organizers also noted the former name did not clearly indicate the event was a music festival.
The decision to rebrand also came following concerns from visiting artists regarding the former name not reflecting an awareness or respect for different cultures.
Funding through the Central Development Corporation and the Atlantic Canada Opportunities Agency helped the festival hire a professional creative team to help develop a whole new brand for the festival.
Dean Perry, chair of the rebranding committee, said the process was long but worth it in the end.
"We brainstormed, discussed, debated (and) disagreed," said Perry. "But we uncovered the true heart of the festival and unanimously agreed on a wonderful new name and look."
Festival artistic director Robert Kortgaard said the new fresh look and the upcoming festival season is a perfect storm to be welcoming back visitors for the 120th anniversary of the St. Mary’s Church.
“For over two decades, we’ve had a grand time presenting superb Canadian and internationally renowned artistry within the warm, welcoming hospitality of the local community, and we can promise a glorious future with magical music under the spire of our award-winning, acoustically splendid venue,” said Kortgaard. "We can’t wait to get the season started, and we look forward to welcoming you to a unique festival experience on beautiful P.E.I.”