Lowry rebrands ahead of its 25th anniversary to serve as a catalyst for change in the arts and culture sector.
- Manchester’s Edit agency leads the rebranding effort, focusing on inclusivity and creativity accessible to all.
- A new bold and vibrant brand identity replaces Lowry’s previous modest image, aligning with its creative mission.
- The rebranding effort includes a new logotype and visual identity, emphasizing Salford’s unique character.
- The campaign will launch across Salford and Manchester, advocating for creativity as a communal benefit.
Ahead of its 25th anniversary, Lowry has embarked on a transformative rebranding journey, redefining itself as a catalyst for change in the arts and culture sector. Lowry aims to empower people from all backgrounds to experience culture on their own terms, challenging the perception of arts as elitist.
The rebrand, led by Manchester’s Edit agency, introduces Lowry’s first-ever brand campaign. This campaign communicates the new vision and values, focusing on a city where creativity benefits everyone rather than a privileged few. Khadija Kapacee, Edit’s Managing Director, noted, “For most, arts and culture can feel elitist and intimidating, but from our very first visit we knew that was not a problem for Lowry.”
A bold new identity, featuring industrial-era typography and vibrant colors, reflects the interior of Lowry’s iconic Salford Quays venue. Karen Hughes, Edit’s Creative Director, emphasized that the previous branding was too humble and aspired to create a bold identity, fitting for an organization with much to celebrate. The new brand narrative possesses a straightforward, Salford-inspired tone of voice, developed in collaboration with Reed Words.
Lowry’s rebranding incorporates a masthead-style logotype and a subtle name change, dropping ‘The’ to become simply ‘Lowry’. This adjustment aims to distance the institution from the perception of being merely a venue. The creative effort includes quirky and playful photography directed by Manchester’s Shaw&Shaw and a website redesign by Culture Suite.
Rachel Miller, Lowry’s Director of Audiences, Sales & Marketing, highlighted the necessity of aligning their brand position with their offerings, which remained a challenge. “We have so much to offer as an organization, but that is often our challenge when describing ourselves… They understood the challenge of our complexity whilst embracing our achievements of the last 25 years,” she stated. The rebrand seeks to unify Lowry’s varied programs and services under a single core identity, eliminating the disconnect between its corporate identity and the creative spirit evident in its architecture.
The rebrand strategically positions Lowry to enhance its role in arts and culture by fostering inclusivity and creative expression.
