Salford Quays-based The Lowry Theatre and Arts Center has undergone a major rebrand ahead of its 25th anniversary in 2025. Since its establishment in 2000, the arts center has become the hub for entertainment in the North West.
After the rebrand through EDIT Brand Studio, The Lowry is LOWRY. Julia Fawcett OBE, Chief Executive at LOWRY, said 2025 marks their 25th anniversary, a perfect time to refresh their brand. We hope that our brighter and bolder identity together with a more accessible tone of voice will help us reach even more people and help them to feel that Lowry is a place where they can experience and enjoy creativity.”
Rachel Miller, Lowry’s Director of Audiences, Sales & Marketing, said through an extensive consultation process after the pandemic, they realized that Lowry needed to realign its brand position to be much clearer and bolder. “From day one of working with EDIT they got us, they understood the challenge of our complexity while embracing our achievements of the last 25 years that have been realized through the power of creativity.”
Khadija Kapacee, EDIT Managing Director, highlighted that for most people arts and culture can feel elitist and intimidating. “But from our very first visit we knew that was not a problem for Lowry. We immediately knew our job was to create a brand that captured the huge, warm, Salford welcome that you get as you step into Lowry’s iconic Salford Quays home.”
Karen Hughes, EDIT Creative Director, said the agency felt that Lowry’s brand presentation was far too humble and wanted to create an unapologetically bold and impossible-to-ignore identity, deserving for an organization that has so much to shout about.
“We also identified disconnect between Lowry’s corporate-style identity and the warm and creative spirit that is evident inside its bright-colored maximalist building,” she explained. “Taking inspiration from the iconic architecture and interiors our design solution involved bringing the ‘inside out’ with bold, industrial-era typography, a vibrant color palette and tiled grid effect, echoing the building’s confident and eclectic visual style.”
The new identity features bold, industrial-era typography and a vibrant color palette. Lowry’s new brand narrative is based around a straight-talking, Salford-inspired tone of voice.
EDIT also developed a new verbal identity – defined by a new brand narrative and straight-talking, Salford-inspired tone of voice that better reflects Lowry’s desire for creativity to be experienced by the many ‘Whatever you’re here for, we’re here for it’.
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