The Odeon cinema chain is getting a major branding revamp to bring it up-to-date. Wolff Olins is working on a new identity, interiors for new and refurbished sites and signage.
Meanwhile, the UCI Cinema chain is believed to have appointed The Identical Partnership to work on its identity. An Identical spokesman declined to comment. Identical is believed to have pitched against Wolff Olins for the job. Odeon approached Wolff Olins to come up with a look that will excite the consumer, says Odeon marketing director Ron Hanlon.
“We want to bring ourselves up-to-date,” he says. The chain’s existing logo (pictured) was designed in the 1930s by Oscar Deutch.
The Odeon is expanding at a rapid rate, opening five new multiplexes this year, which will bring the total up to 77. Another five are due to open next year.
Wolff Olins’ brief is to look at “anything we do which shows a public face to the consumer”, Hanlon adds. This ranges from literature to popcorn boxes, says a Wolff Olins spokeswoman. The new branding will appear by the end of the year.
Odeon managing director Richard Segal is yet to appoint an interiors group for the changes. Stephen Limbericks Associates has done the “lion’s share” of interiors recently, he says.