On the occasion of its 80th anniversary the Modernist cultural icon De La Warr Pavilion (DLWP) at Bexhill-on-Sea, East Sussex has commissioned a new brand identity.

The new branding which will be rolled out during 2016 aims to reconnect the Pavilion with its roots as a democratic Modernist space for people to experience contemporary art, culture and entertainment. It also positions the Pavilion as an internationally recognised venue for contemporary arts. Over the coming months DLWP will be updating its website, publicity and communications to be more accessible and effective in reaching its diverse audiences.

At the centre of the new brand identity is an open circle, a roundel , which derives from the original signing on the building and circular features within the architecture. Combined  with anew typography and the reintroduction of the original colour palette, the new logo type and roundel will be a unifying mark on all communications support by a new strapline “Est. 1935. Modern ever since”

The new brand was conceived and designed by Playne Design, headed by Clare Playne, working in conjunction with consultant Jim Northover. Playne Design has been retained by DLWP on an on-going basis to assist with design and implementation, which will be carried out on a cost-effective replacement basis.

DLWP Business cards 02-LR

To celebrate the 80th year anniversary itself a special mark was designed by renowned American designer Ivan Chermayeff (whose architect father, Serge, co-designed the Pavilion with Erich Mendelsohn). The new brand takes its inspiration in part from Ivan Chermayeff’s anniversary design.

Stewart Drew, Director and Chief Executive, De La Warr Pavilion comments:
“We have thought long and hard about making a brand change that helps takes us in the direction we want to go. It is a strategic move for us which both looks forward and helps us stays grounded in the innovative thinking that made the Pavilion possible 80 years ago.”

Clare Playne, Creative Director of Playne Design remarks:
“We are delighted to be working alongside the DLWP team to deliver a new brand for them and their audiences. It’s been a privilege to take such a historically important step for one of the UK’s best-loved Modernist arts centres.”

DLWP T-shirts

For more information contact:
Sally Ann Lycett, Director of External Relations, De La Warr Pavilion
01424 229 137 sally.ann.lycett@dlwp.com

Posted by Ryan Coleman on Wednesday 18 November 2015