Arts vision 'worth shouting about'

But Creative Scotland's chief executive, Andrew Dixon, conceded yesterday the new body would have little flexibility in funding decisions this year, amid difficult economic times and budget cuts looming across the UK.

"Welcome to creative Scotland," Mr Dixon said yesterday, unveiling a black circle-and-square brand design by the Leith Agency, whose major corporate clients include Irn Bru.

The logo will be rolled out in English and Gaelic, "representing the creativity of both our Scottish languages", he said.

Creative Scotland, the successor body to the Scottish Arts Council and Scottish Screen, has taken shape through seven years of commissions and consultations. It starts work this month and its board will meet for the first time in August. "It has taken a long time in coming, but it is a momentous occasion," Mr Dixon said, adding that a lot of other countries were watching the creation of the first national agency to the arts, culture, film and the creative industries.

Creative Scotland has inherited the two agencies' budget of 60 million but also many commitments to funded arts organisations, Mr Dixon said, adding that the body "won't have a huge flexibility in the current year".

With major cuts announced this week in the Arts Council of England's funding, there is concern Scottish cuts will bite in 2011, with Creative Scotland's current budget running only until April.

"Creative Scotland has to prove itself very quickly, and show the cultural sector is really adding value to the overall economy of Scotland," he said. Despite difficult financial times, Mr Dixon insisted there was "total political commitment to Scottish culture".

Creative Scotland's "brand strategy" cost 10,000 and the Leith Agency's design work another 25,000. "We have done it on the cheap," Mr Dixon said. Strong competition from companies keen to bid for Creative Scotland branding work brought the price down, he said.

The website, rolled out in two phases, has cost less than 15,000. "We think Scotland's arts, culture and creative industries are worth shouting about," it states. "We'll lead the shouting."

The eventual goal is a changing front page, Google-style, with artists, designers or film-makers contributing images and links. The new organisation will also be on Twitter and Facebook.

In 2009, the Leith Agency launched a musical-themed advertising campaign for Irn Bru in Scotland, part of a 2m brand campaign. Other major clients have included Grolsch lager.

Culture minister Fiona Hyslop said she had "great expectations" of the new body, but concerns range from the future of local authority spending on the arts, to how the it will effectively oversee the creative industries sector.

What's on the to-do list:

Creative Industries: Observers question if Creative Scotland has the skills and resources to oversee arts and culture and the commercial creative industries sector. Chief executive Andrew Dixon said it would take a leadership role in coordinating with Scottish Enterprise, Highlands and Islands Enterprise, and universities.

Budget cuts: There is concern about cuts in arts budgets. "Resilience" funding will help sustain cultural groups through tough times, it is said, while Creative Scotland will work closely with local authorities.

Philanthropy: Corporate and private giving is touted as a lifeline, but market slumps have hit big donors. Mr Dixon says philanthropy can be long-term and small-scale.

Screen sector: Creative Scotland will have to prove to the Scottish film and TV industry it can thrive without a dedicated agency after Scottish Screen was merged into the new body.

"It's a very difficult financial climate but I feel confident we use every pound creatively," Mr Dixon said. He cited the Edinburgh International Film Festival as an example where every pound put in creates 8 million for the local economy.

He said: "Culture is a strong investment for the local economy

"You have to make choices on artistic quality, on ensuring there's a production base across the whole of Scotland, that we build on our successes and build on our strengths."