Branding a Modernist cultural icon

Branding a Modernist cultural icon

Branding a Modernist cultural icon

    Eighty years on, The De La Warr decided to commission a review of its brand to ensure its fitness for the future. Coinciding with the Pavilion’s anniversary the brand programme aims to reconnect the DLWP with its roots as a democratic Modernist space for people to experience contemporary art, culture and entertainment.

    Over the years design standards and focus had drifted away from the original spirit of the place and clearer direction was needed. Only a comprehensive review of positioning and identity would allow the Pavilion to move forward with its original confidence. A key objective was to express the individual facets of the Pavilion, from comedy and music events to contemporary art exhibitions, and its facilities from its Café Bar & Kitchen to its Learning educational programme.

    At the centre of the new brand identity is an open circle, a roundel, which derives from the original signing on the building and circular features within the architecture. Combined with new typography and the reintroduction of the original colour palette, the new logotype and roundel together become a unifying mark on all communications, supported by a new strapline ‘Est. 1935. Modern ever since.’

    The project included the design of stationery, publicity and communications to be more accessible and effective in reaching its diverse audiences.

    From the outset the process was essentially collaborative: members of the De La Warr Pavilion management team played a vital part in reviewing the existing communications, shaping the brief and debating brand positioning options. Everyone agreed that the brand had to successfully build on the reputation it had established while remaining grounded in the innovative spirit that first made the Pavilion possible. At the same time the brand programme was planned to help communicate a consistent message across all media and platforms.

    Just wanted to say well done to you all for a fantastic brand launch this week! I’ve had nothing but great feedback.
    Stewart Drew, CEO and Director