Dame Judi Dench Makes the Case for Human Imagination for Royal Society of Arts

The Royal Society of Arts has unveiled a renewed mission, to be ‘The home of creativity for the common good,’ and a new visual identity developed by creative company Baby Teeth. It marks the beginning of a new era for one of Britain's oldest institutions, founded in 1754, and is a relaunch designed to feel relevant to a contemporary audience while reflecting a rich and meaningful heritage.

The new positioning launches with a short piece of video art, 'The Case for Human Imagination', built around a conversation with Dame Judi Dench FRSA this Spring, whose words remind us that imagination and ideas are the foundations of humanity and progress. Dame Judi’s words are accompanied by a visual demonstration of imagination, as imagery from the RSA's own archive rapidly flows, contrasts, deconstructs and rebuilds. Visuals also showcase the institution's most notable inventions and initiatives. The film closes with the RSA’s new call to action: 'Imagine what we can do.'

This work comes at a time when the societal case for creativity has rarely felt more urgent, and the 272-year-old institution has redefined itself around a single commitment: to champion creativity – in all its forms and across all disciplines – for the benefit of the common good. 'Imagine what we can do' is its rallying cry to both current and prospective Fellows – a reminder that progress can only begin with ideas and human imagination.

In the words of Dame Judi, "It's not enough to say, 'This is the only way it can be'. No, no. That won't do."

That spirit is rooted in the RSA's own Fellowship which includes iconic figures ranging from Marie Curie to Vivienne Westwood, Bernardine Evaristo to David Attenborough, Tim Berners-Lee to Dame Judi Dench: creative thinkers known for challenging the status quo with progressive ideas.

Equally, some of the most significant advances made by the RSA and its Fellows have been born of disruption and reconstruction. These include building of the Fourth Plinth as a radical showcase of public art, founding the Blue Plaque scheme to acknowledge the success of all humanity – not just military achievement, and the encouragement and prize funding of life changing inventions such as the lifeboat, the scandiscope and the fireman’s ladder.

The new brand identity is designed to behave with the same restlessness, with creativity presented as a force that changes things and moves them forward. Rather than discarding the heritage held in its archive, the RSA treats this matter as raw material to be reconfigured, reimagined, and ultimately recontextualised with a new narrative.

The relaunch marks a shift in how the Royal Society of Arts shows up in the world. Over the coming months the new brand will roll out across every touchpoint – Fellowship communications, digital and social channels, the bi-annual journal and the building itself – reshaping how the institution tells its story and gathers people around ideas. The RSA will also continue a bold new events series built around the renewed mission, bringing together speakers and conversations that ask us to imagine what a better future could be.

A separate, more detailed release on the visual identity is available for design press on request. This body of work will itself now become part of the Royal Society of Arts’ archive.

​Charlotte Thomson, director of strategy and creative at the Royal Society of Arts, said, “The Royal Society of Arts is coming out of its shell to meet the moment. Its belief is timeless: imagination leads to impact. This storied institution inspires, excites, and brings together people from all walks of life. And it's needed more than ever.

Standing on its history of fantastic Fellows and their world-changing ideas, the RSA wears a new brand identity that truly fits: intriguing, inviting and contemporary, with a touch of playfulness. Baby Teeth immediately grasped the character and significance of the RSA, and why it feels exciting and urgent today.

Sitting down with Judi was just magic. Overflowing with wisdom and wit, who better to make the case for human imagination than Judi? And who could ever disagree with it?!”

​Lynsey Atkin, founder and partner at Baby Teeth, said, “When the Royal Society of Arts was founded, what people lacked were the means – the access, the knowledge, the technology – to make their visions for a better world a reality. Today, in a world abundant with means, the RSA’s urgent call is for vision: to imagine a better, fairer world for all. Spending time with RSA Fellow Dame Judi Dench, talking about the importance of human imagination was – unsurprisingly – both a thrill and an honour. We live in challenging times, so to demonstrate her words of conviction and hope through the rich archive of the RSA has proved fascinating and energising.

As with everything we do at Baby Teeth, this is the start of a long term platform and we’re delighted to continue our partnership with the RSA as they enter this exciting new chapter in their story.”

RSA Fellowship brings together people from every field and background who share a belief in the power of creativity to make a difference. Fellows join a global community, connect with new ideas and people, and support the RSA’s mission to champion creativity for the common good.