Salford’s much-loved arts centre has had a rebrand to share its new identity celebrating its diverse and inclusive offers.
The centre has been rebranded by the Manchester-based studio EDIT ahead of its 25th year anniversary next year.
The Lowry opened in the heart of Salford Quays in 2000, and has become the hub for entertainment in the North West, growing and seeing the developments of the BBC and ITV.
The growth in the area, has encouraged the Lowry arts centre to have a re-brand as it hopes to grow in a flourishing cultural environment.
And whilst the Lowry will be celebrating its 25th year anniversary next year, they hope to demonstrate the power of cultural institutions in helping people and places to reach their full potential.
The focus of the change will be to identify and communicate with the area in ‘a city where the benefits of creativity are felt by the many not the few’.
The arts centre has also had a name change following the rebrand, with EDIT implementing a subtle transition from The Lowry to Lowry.
The change in names whilst minor, will hope to increase brand recognition while also allowing Lowry to be front and centre.
As Julia Fawcett, Lowry Chief Executive Officer, added: “With 2025 marking our 25th anniversary, we felt it was the perfect time to refresh the Lowry brand.
“We welcome more than one million visitors through our doors every year and engage with more than 30,000 young people each year through our community programmes.
However, she was adamant that the Lowry could do more, and that is why the rebrand will be a positive.
As she continued: “We hope that our brighter and bolder identity together with a more accessible tone of voice will help us reach even more people and help them to feel that Lowry is a place where they can experience and enjoy creativity.”
The Salford arts centre will also see a new ‘brand narrative’ that aims to encourage creativity whilst also providing a Salford-inspired straight-talking tone.
The changes have been made and include a new masthead logo, and subtle name change, a creative new strategy, a new bold industrial-era typography and a vibrant colour palette, inspired by the inside of its iconic maximalist building
Following the rebrand Khadija Kapacee, EDIT Managing Director, commented: “For most, arts and culture can feel elitist and intimidating, but from our very first visit we knew that was not a problem for Lowry.
“We immediately knew our job was to create a brand that captured the huge, warm, Salford welcome that you get as you step into Lowry’s iconic Salford Quays home.”
👀Check out what we've been up to!👀
We figured it was about time for a refresh…
We’re totally obsessed with our new look and of course our shiny new website!
We can’t wait to welcome you all in!https://t.co/e36mAvL1Mc pic.twitter.com/ACuTsVMl3c
— The Lowry (@The_Lowry) October 15, 2024
Lowry’s new brand was critical in bringing its new strategic vision to life and communicating the full breadth of its offer.
The aim will be to unify its programmes, products, food and retail under one core identity was another priority, as EDIT’s brand review revealed a disconnect between Lowry’s corporate-style identity away from the warm performative arts and creativity.
Rachel Miller, Lowry Director of Audiences, Sales & Marketing, said: “Through an extensive consultation process after the pandemic, we realised that Lowry needed to realign its brand position to be much clearer and bolder.
“From day one of working with EDIT they got us,” she continued: “They understood the challenge of our complexity whilst embracing our achievements of the last 25 years that have been realised through the power of creativity.”
And the new position of the theatre aligns with Greater Manchester’s Creative Health Strategy, which encompasses a commitment to becoming the first city region in the world to realise the power of creativity, culture and heritage.
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