Lowry has unveiled a transformative rebrand ahead of its 25th anniversary.
- The rebrand aims to position Lowry as a catalyst for change in the arts.
- Manchester’s EDIT led the project, emphasising inclusivity and accessibility.
- A new, bold identity was created with vibrant colours and industrial typography.
- Lowry’s rebrand focuses on unifying its diverse programmes and offerings.
Ahead of its 25th anniversary, Lowry has embarked on a significant rebranding journey with the expertise of Manchester-based agency EDIT. This rebrand is not merely cosmetic; it’s a deliberate effort to reinforce Lowry’s position as a catalyst for cultural change, inviting individuals from all walks of life to engage with art in a manner that is personal and accessible.
EDIT’s Managing Director, Khadija Kapacee, explained that from their initial engagement, it was clear Lowry was distinctively welcoming. Hence, the goal was to encapsulate that unique Salford charm into the new branding, which needed to be both bold and representative of its community spirit.
EDIT’s Creative Director, Karen Hughes, expressed the need for this iconic Salford Quays venue to have an identity as vibrant as its impact on the community. A reimagined, unapologetically bold brand was crafted using robust industrial-era typography and a colour palette that mirrored the vibrancy within Lowry’s walls.
The rebranding initiative extended beyond aesthetics. Rachel Miller, Lowry’s Director of Audiences, Sales & Marketing, detailed how the comprehensive consultation process post-pandemic highlighted the need for clear and bold realignment. This new brand narrative woven by EDIT alongside Reed Words embraces a straightforward, local tone, thus defining Lowry’s image more precisely while celebrating its 25 years of creativity.
EDIT also introduced a masthead-style logotype and shortened the name to ‘Lowry’ to accentuate its essence as more than just a venue. Playful photography by Shaw&Shaw complemented the visual rebranding, capturing the quirky spirit that Lowry embodies. The redesigned website by Culture Suite further aligns with this new vision.
The rebrand draws all of Lowry’s programmes, products, food, and retail under a singular identity, thereby addressing the disconnect previously felt between its corporate image and the vibrant, creative space it truly is. The comprehensive campaign will be visible throughout Salford and Manchester, including a brand film and outdoor advertising, to showcase and solidify this new identity.
Lowry’s bold rebranding initiative by EDIT sets a new benchmark of inclusivity and creative expression true to its community-focused spirit.