BrandPie creates new identity for Royal Albert Hall

The new identity is the first update to the London venue’s branding for 11 years and references the distinctive shape of the building.


The primary identity
The primary identity

Iconic London venue the Royal Albert Hall has a new identity, which will be used in its communications.

The identity was created by The BrandPie Foundation – the charitable arm of consultancy BrandPie. It is the first update to the RAH identity since 2004. The previous identity was created by Fitch and implemented by 35.

The previous identity
The previous identity

BrandPie says the new identity uses the hall’s “distinctive” silhouette, which is rendered in coloured layers.

Sarah Woods, director of external affairs at the Royal Albert Hall, says: “The strength of the logo is that it celebrates the Hall’s iconic shape in coloured layers which help to convey the range, richness and vibrancy of our activities.”

The "premium" identity
The “premium” identity

BrandPie says the logo can be used with a colour palette that offers “premium” tones for formal applications and “vibrant” reds and golds that reflect the Victorian heritage of the hall’s auditorium.

The open door in the logo, meanwhile, represents the hall’s education and outreach programming, according to BrandPie.

Natasha Chance, Creative Director at BrandPie, says: “After immersing ourselves in the history of the Hall, we have sought to create a more contemporary and vibrant identity that can be used effectively, but still remains true to the Hall’s heritage and aims.”

Hide Comments (3)Show Comments (3)
  • Robert Hurst February 24, 2015 at 9:44 pm

    Nice but, as for standard design requirements, how does the new AH iD reproduce in single, solid colour? When covering a new iD, by anyone, why are these points not addressed in the article?

  • Rahil Khan February 25, 2015 at 3:59 pm

    Agree with above, it would be interesting how this could translate across as a single colour, however, I do feel it generates a far more contemporary appeal. The typography has been improved, but perhaps a fraction more leading is required to open the identity, as for me it looks very condensed, although I understand why this has been done to fit the 3 words. But its a nice job as a whole 🙂

  • Rachel Botha February 27, 2015 at 11:16 am

    Kerning, Rahil. You mean kerning. If you’re going to critique typography (and that’s missing the point by a mile here) then at least get your terminology straight please.

    But in other news:
    For me, this lacks the inspirational heart of the place itself, for me. It’s a place of huge diversity in terms of what goes on there, and of energy, creativity, expression. I’d have liked to see something which gave life to that, rather than a traditional, static mark + type. It’s competetent, but it hardly sets the pulse racing, does it? And yet the place… the place does that. Could the approach to the rebrand not have tried?

    I’d like to understand how they ended up here. Give me the story – the creative journey. If this *is* the best solution, then help me understand why. Because the work isn’t doing that by itself…

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