Friday, 31 October 2014
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The Allotment creates identity for £65m First Direct Arena

The Allotment has created the identity for the new £65m, 13,000-seat venue in Leeds, which has been named the First Direct Arena.

The First Direct Arena identity designed by The Allotment

The consultancy was approached by First Direct on the strength of its reputation according to The Allotment’s managing partner Paul Middlebrook.

He says the identity has been designed ‘to capture the exceptional acoustic qualities of the exciting venue.’

A speaker-shaped marque, ‘acts as a pointer, and also creates a link between the quality and experience of the venue and First Direct, but the use of that will become clearer,’ says Middlebrook.

The First Direct Arena identity designed by The Allotment

This is the first major sponsorship the bank has undertaken in its 24-year history and Middlebrook says ‘it will reengage the brand with younger people.’

The identity has been applied to the venue as a temporary sign and is now being used across all social media activity.

Over the coming months the new arena identity will be rolled out on all literature and digital communications for the venue and associated performances.

In addition The Allotment says it will be working on a ‘wider signage programme’ for the venue.

The First Direct Arena identity designed by The Allotment

The venue opens in July with a pre-launch concert by Bruce Springsteen.

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