As a Studio that works with a lot of musicians and artists, it felt like the perfect fit to work with Roundhouse, a place steeped in music history, and a commitment to working with and for young people.
After a successful pitch and comprehensive review of the venue’s previous brand, we established that red was synonymous with the Roundhouse, along with the circular logo representing the site’s iconic main performance space. We were happy to retain these and develop both the logo and colour palette further.
Our brand concept, Ignite represents the energy and passion of Roundhouse; it is vibrant, powerful, and distinctive. The brand has many branches to represent their various programming strands, multiple audiences and a core youth programme.
Leading with our new core brand colours, we wanted to evoke the fearless energy of light and passion, representing the Roundhouse mission as a haven for creative trailblazers, groundbreaking events and communities that are not afraid to start new initiatives.
The rebrand allows for freedom with an extended colour palette and diverse typographic system. A centre-aligned masthead answers the need for accessibility and brand positioning when the logo isn’t powerful or visible enough.
There are two typefaces as part of visual identity:
OZIK (Nuform Foundry) is used in headlines, creating a more youthful and memorable vibe; whilst Works Sans (Wei Huang) is used for body copy, is more accessible and allows for focus on the messaging.
The Roundhouse logo is now rendered in the brand typeface, OZIK and comes in three brand colours. To represent the brand concept, we created a hotspot which lights up environments in other areas of design work. Dynamic gradients extend the idea of light beaming onto content.
By introducing adaptable photo treatments we wanted to create an energetic, bold identity representing young people. Image treatments and cut-out subjects used against flat, bold colours integrate and unify images into visual design and add a spark of energy and colour into visual content from different sources.