Lowry has embarked on a transformative rebrand led by Manchester’s Edit agency.
- The rebrand emphasises Lowry as an inclusive cultural catalyst for diverse audiences.
- EDIT created Lowry’s first brand campaign to communicate a refreshed vision and values.
- A contemporary identity featuring bold typography and vibrant colours underpins the rebrand.
- The rebrand unifies Lowry’s offerings, enhancing its creative and welcoming spirit.
Lowry, a prominent cultural venue, has undergone a significant rebrand ahead of its 25th anniversary, spearheaded by Manchester’s Edit agency. This initiative is intended to reposition Lowry as a catalyst for change within the arts and culture sector, promoting inclusivity and appealing to a diverse audience, allowing people to “experience culture on their own terms.”
The rebranding process, described by EDIT’s Managing Director Khadija Kapacee, was motivated by the objective of creating a brand that reflects the warm and inviting atmosphere of Lowry’s iconic Salford Quays location. This newly crafted identity aims to dispel the elitist perception often associated with arts and culture, ensuring it feels accessible and welcoming to all.
Karen Hughes, EDIT’s Creative Director, elaborated on this vision, highlighting the ambition to create an undeniably bold identity for Lowry, celebrating its positive impact on the community. The updated visual identity includes industrial-era typography and vibrant colours inspired by the building’s interior, alongside a new brand narrative and tone of voice developed with Reed Words to resonate with Salford’s straightforward nature.
The brand now features a new masthead-style logotype and a subtle name modification to simply ‘Lowry,’ aiming to align more closely with its inclusive ethos. Photography and art direction were handled by Manchester-based Shaw&Shaw, contributing a quirky and playful aspect to the visual presentation. The website redesign is credited to Culture Suite, enhancing online engagement and accessibility.
Rachel Miller, Director of Audiences at Lowry, explained that the rebrand results from extensive consultations post-pandemic, aiming to clarify and unify Lowry’s diverse offerings. Through a comprehensive evaluation, EDIT successfully encapsulated Lowry’s achievements from the past 25 years and its creative potential, thereby offering a cohesive and dynamic brand experience. This refreshed identity is set to be promoted across Salford and Manchester through a brand film and outdoor advertising.
Lowry’s strategic rebranding is set to redefine its cultural impact and accessibility as it approaches a significant milestone.
