Safle's logo was projected onto the side of the Water Tower in Cardiff Bay at the new identity launch. (L to R) Wiard Sterk, Harry James, Rhodri Glyn Thomas & David Alston.
The organisation for public art in Wales has launched its new name and identity. It is now called Safle, Welsh for place or position, and is formed of the merged bodies CBAT, the Arts & Regeneration Agency, and Cywaith Cymru – Artworks Wales.
Previously the organisations had joined forces under the temporary name Public Art Wales, until a Lottery grant from Arts Council Wales facilitated the relaunch. Safle’s logo is a cross, symbolising the ‘X marks the spot’ on a map and indicating the aim of public art being specifically created for certain locations. Safle’s goal is to enhance both urban and rural landscapes with public art.
"We want there to be a place for public art in public spaces in Wales," said Wiard Sterk, Executive Director of Safle. "Our new name reflects this objective and also conveys the notion of a sense of place - something we feel is achieved successfully by the inclusion of public works of art in urban contexts.”
“Without public art, developments and open spaces are devoid of character and inspiration and nations would be much poorer, culturally and economically, as a result."
The launch of the new branding coincides with ArtOutside, an initiative aimed at celebrating all aspects of public art in Wales. It also encourages people from across Wales to think about public art and to debate and engage with Safle to help formulate public art strategies to meet the needs of communities across Wales.
ArtOutside events range from an online photographic forum of public art landmarks in association with the award-winning Big Art Mob initiative, part of Channel 4's Big Art Project (see www.bigartmob.com/blog/artoutside), to artist-led school projects and the unveiling of new public works of art in Aberafan and Cardiff.
"One of Safle's core aims is to engage with people from across Wales to make public art mainstream in our society,” added Wiard Sterk. “Public art is much more than a physical statement - it has a pivotal role to play in delivering successful economic regeneration in Wales.”
