Southbank Centre receives redesigned visual identity from North
Southbank Centre’s in-house design team has worked with North on redesigning the institution’s visual identity. This whole new refreshed identity undergoes a new logotype, design framework and typographic expression. The new visual identity is applied to all aspects of the branding and identity of the institution, which includes signage to tickets, posters and the website.
North’s founding partner Sean Perkins describes that:
“The new identity clearly, confidently and consistently communicates ‘Southbank Centre’ like a title of a magazine – everything else is the weekly, monthly features and highlights, the content.“
With what Perkins describes of about the new visual identity is clearly exampled with the images below, and certainly with the refreshed logotype. The logotype certainly obtains the look and feel of a magazine, especially with how the content for the institution is regulary updated on a weekly basis. The mixture of the instutition’s content with the logotype and new identity, they certainly work seamlessly together.
At the time of writing, Southbank Centre is undergoing a major renovation, so the timing of a new refreshed visual identity works well. With this major renovation in mind, the institution wanted an “impactful and distinctive” new visual language, as well as being the largest and culture and arts centre in Europe. Therefore, the identity redesign opted in for the colour yellow has the core colour identity. This creates a sense of creativity and optimism to the institution and across the visual identity. This works with what the centre is about, culture and arts. With the logotype used, the institution used the Noe Display font (from type foundry, Schick Toikka: “a modern, high-contrast serif font“) and customised it to visually reference the centre’s iconic building. Southbank Centre also reasons that the customised Noe Display font creates:
“an ownable, recognisable typographic tone of voice“
North’s Charlie De Grussa also says:
“The logotype design and serif font choice was inspired by Southbank Centre’s brutalist architecture and the original Festival of Britain identity.”
De Grussa goes on to say:
“This visual language reference runs throughout the identity applications, typography and wayfinding elements.“
What I can take in for inspiration from this new redesign identity for Southbank Centre, is the combination of colour choice, font choice and the actual content from the centre. The smart choice between colour and font, combined with centre’s content seamlessly works well together, providing a comteporary look and feel, which fulfills the centre’s original motive of being impactful and distinctive. Also, what I can take in for inspiration is the considered use of the centre’s iconic building that influence and referenced into the visual identity. This I can take in to help with ideas and concepts.