Final selection for South Bank brand

The South Bank Centre is planning to overhaul its identity for the first time in a decade to support a major redevelopment programme across its entire 11ha site.

The new-look corporate identity will serve to brand all of the art and cultural centres located in the area, including the Royal Festival Hall, Queen Elizabeth Hall, Purcell Room and Hayward Gallery.

It is the first time the organisation has reviewed its identity, which was created by CDT ten years ago.

The organisation has been ‘talking’ to consultancies and has now whittled down a long list to just five groups, confirms a spokeswoman for the South Bank Centre.

It is understood that Atelier Works, Pentagram, Cartlidge- Levene, Wolff Olins, North and The Partners were asked to pitch. The South Bank Centre expects to appoint a consultancy by early next year.

The identity will be rolled out in time to coincide with the re-opening of the Royal Festival Hall, following a £71m refurbishment programme by architect Allies and Morrison. Building work is expected to commence in July 2005 (DW 22 April).

‘The new identity will fit across all of the South Bank. It will reflect the refurbishment projects currently underway,’ according to the spokeswoman.

However, a source close to the project advises proceeding with caution: ‘There are many disparate elements to the South Bank Centre and to make something coherent is a huge task.’

Landscape architect Gross Max and lighting consultant Speirs and Major Associates are both carrying out design projects for the area surrounding the Royal Festival Hall, including Festival Square and River Link Square, the area between the Royal Festival Hall, Hayward Gallery and Queen Elizabeth Hall.