Lowry, on the cusp of its 25th anniversary, embarks on a bold rebranding journey.
- Manchester’s EDIT agency spearheaded Lowry’s identity overhaul to champion accessibility in arts and culture.
- Key figures at Lowry and EDIT emphasize a warm, inclusive cultural experience for all visitors.
- A visually striking new brand identity showcases Salford’s vibrant spirit and creativity.
- The initiative aims to unify Lowry’s diverse offerings under a cohesive, bold identity.
Lowry is marking its 25th anniversary with a significant rebranding effort led by Manchester-based agency Edit. The rebranding aims to position Lowry as a catalyst for transformative experiences in arts and culture, emphasising the importance of accessibility and inclusivity.
The rebrand features Lowry’s first brand campaign, highlighting the vision of making creativity widely beneficial, rather than exclusive. As Khadija Kapacee, Managing Director of Edit, articulated, the goal was to capture the essence of the warm Salford welcome experienced at Lowry’s iconic location.
Karen Hughes, EDIT’s Creative Director, expressed the necessity for a bold identity that reflects Lowry’s influential role. The new design includes energetic, industrial-era typography, complemented by a vibrant colour palette inspired by Lowry’s architecture.
Additionally, the brand narrative has been crafted to reflect a straightforward, Salford-inspired voice, aiming to eliminate the perception of elitism often associated with arts and culture. A newly fashioned masthead-style logotype and a subtle name change from ‘The Lowry’ to simply ‘Lowry’ enhance this fresh identity.
Rachel Miller, Lowry’s Director of Audiences, Sales & Marketing, highlighted the comprehensive consultation post-pandemic that spurred this transformation. The rebrand seeks to unify Lowry’s arts programmes, products, and amenities under a singular, engaging identity.
To manifest this new vision, Lowry plans an extensive campaign throughout Salford and Manchester, inclusive of a brand film and out-of-home advertising. The initiative seeks to align Lowry’s public representation with the dynamic, creative environment it offers.
Lowry’s rebrand, led by Manchester’s Edit, aims to align its innovative cultural vision with a cohesive, inclusive identity that embraces creativity.
