Lime brands The Old Market after a revamp

Lime Marketing has created an identity and season programme for music venue, The Old Market in Hove, East Sussex, which launched at the weekend.

The logo and autumn season programme were devised by Lime to enliven the image of the Grade II listed building, which dates from 1828. It was refurbished in 1999 by Conservation Practice to be used as a cultural venue, chiefly for live music performances.

‘[The client] wanted something clean and fresh,’ says Lime senior designer Tony Lee. ‘The Old Market is getting more broad-based in its programme, with rock and pop acts.

‘It wanted to reflect that in an identity without alienating its older clientele.’

Brighton-based consultancy Lime won the job on the strength of its portfolio, in front of three other consultancies. Lee would not reveal the consultancy’s fee for the work, but says, ‘[Lime] believes in supporting the arts.’

The logo incorporates the initials of The Old Market to create a sense of play, says Lee. The identity also includes architectural references, in keeping with the historical nature of the place, he adds.

‘We feel the name TOM expresses the personality of the venue and its visitors,’ he says.

‘We wanted to avoid the “old equals decrepit” thinking and aim more for “old equals historic”.’