Picturehouse Cinemas brand identity
Picturehouse rebrand celebrates 30 years of loving cinema
Picturehouse Cinemas have unveiled its first major brand overhaul. Dating back to 1989, Picturehouse is one of the UK’s largest cinema groups with over 23 cinemas nationwide, ranging from single-screen theatres to large cinemas with fully-serviced bars and restaurants.
Coinciding with the company’s 30 anniversary in 2019, I conceived the new identity, and led the rebranding project, hand lettering artist Alison Carmichael created the logotype. I evolved the existing identity into one which would convey simplicity and modernity, while preserving the company’s heritage and independent approach. The goal was to create an identity that would position the brand as forward-thinking, aspirational, and audience-centred.
In 2012 individual cinema logos were created. Whilst these were conceived to promote the unique offer and history of each cinema they also reduced the prominence of Picturehouse Cinemas. The goal of the current project was to bring Picturehouse to the forefront of the brand while still showcasing the superb family of cinemas within the group. The new logo represents all aspects of Picturehouse, creating a single brand system for the entire group as well as existing and future cinemas. The new logotype is paired with individual cinema names creating a suite of lock-ups which promote brand consistency. The new brand mark will be used across every touchpoint, from the signage at cinemas, to membership cards carried by consumers, to the digital app.
To create the new logotype Paul and Alison focused on the key brand features associated with the original logo. They identified that the stacked, sentence-case, hand-rendered aesthetic was unique across competitors in the industry where uppercase bold wordmarks are usually prominent. However, they recognised that the typeface of the original logo has now been used by a multitude of businesses across a number of sectors. The aim was therefore to create a bespoke logotype that retained the key brand features while also increasing the quality, lifestyle and aspirational offerings of the brand.
The new brand mark is clear and confident. It does not bleed in when at its’ minimum size, nor appear unruly when projected large on screen. The new logotype is professional and credible but also friendly. It has a positive feel, with an upward trajectory, which positions the forward-thinking company at the forefront of the industry. Each line and curve has been carefully crafted and a distinctive ‘P’ has been introduced for use as an individual icon.
A distinctive colour palette, a new typographic system, and graphic devices have also been developed; which will enable the future generation of varied yet connected graphic materials. These tools will help Picturehouse communicate effectively and concisely in print and on screen. In-particular, the colour palette is built to stand out in a cinema environment and online, used predominantly against fresh black or white backgrounds.
The new identity, brand purpose and visual language has taken inspiration from the past and champions the unapologetic love of cinema once more.