Midas launches new brand identity

Communications agency Midas has launched a new brand identity as it expands into fresh business areas under c.e.o Jason Bartholomew.

The new logo was designed in collaboration with London-based brand consultants Lawless.

Midas said it represented a shift from PR to “a full-service communications agency encompassing strategic positioning, creative media campaigns, publishing consultation, conception and delivery of events, and social media strategy and implementation”.

It marks a transition for the firm from founders Steven Williams and Tony Mulliken to chief executive Bartholomew, who started in 2018.

The firm has also recently appointed Francesca Hughes, formerly of Sydney Opera House and Somerset House, as an associate director focused on the arts, Simon & Schuster publicity manager Rhiannon Carroll as account director, and Gabriella Drinkald as senior account executive, each with a focus on literary clients.

Recent work for the agency has included working alongside Maggie O’Farrell and Headline Publishing Group in the lead up to the author's Women’s Prize for Fiction victory and being nominated for the PRCA Digital & New Media Award for work on World Book Night.

In October, Midas will launch a new podcast series titled "The Culture Shot" hosted by Sky News editor Ben Monro-Davis, looking at what's new in books, theatre, dance and visual art.

Bartholomew said: “This is an exciting moment for Midas. Midas has achieved so much as a business since it was founded 30 years ago, and this rebrand is a building block for the next 30. As a business, Midas has come together brilliantly in a time of crisis for the arts and culture sectors. At its heart, Midas is a fervent lover and supporter of all things cultural. For the coming year, and beyond, Midas will continue to find ways to support our clients through these toughest of times. This rebrand points to what’s next for Midas; but clients and collaborators can continue to expect the usual ‘golden touch’ for Midas, alongside our dedication of supporting the arts sectors and a healthy dose of innovation and creativity.”