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Sadler’s Wells has refreshed its brand family

March 13, 2024

Sadler’s Wells has refreshed its brand family, turning on the colour in preparation for the launch of our fourth venue in the Queen Elizabeth Olympic Park, Sadler’s Wells East

New venue joins refreshed set of 5 core logos

A set of five coloured logos with bolder one word descriptors – Sadler’s, Peacock, East, Baylis, and Digital – gives each of its four theatres and digital platform a more distinctive character and stand-out in the crowded entertainment market place.

The rebrand by Chestnut Creative retains the core box logo from 2014 and, in addition to the bold colour-coding, introduces a new strapline ‘Get Dance From Every Angle’ reflecting the huge diversity of the Sadler’s Wells offer and audience appeal – from hip hop and tap to ballet and Bollywood; from musicals and contemporary dance to ballroom, circus and flamenco and more.

Sadler's Wells, four new logos

The brief for the refreshed brand logo treatment was to drive the distinctiveness of each venue – from the Peacock Theatre in the West End (purple), the Baylis experimental studio (pink), and the historic Sadler’s Wells in Islington (red) to the Digital Stage offer (blue) – and to introduce the new Sadler’s Wells East (green) into the family.

All locations now have clearly distinctive colourways signposting the user’s digital journey at every touchpoint.

Two Sadler's Wells posters in a Tube tunnel

Chris Travers, Director of Marketing and Communications said:

This is a pivotal year for Sadler’s Wells and we want to shout about it – it’s the most significant milestone since the ‘new’ venue opened at our legendary site in Angel 25 years ago. To celebrate and boost awareness of our diverse offer, we decided to reenergise our branding with bold logos colours for each offer and to bring it all together with a line that conveys why the audiences love us – uniquely, we give them dance from every angle.

The brief also included a launch campaign creative for Sadler’s Wells East, the new venue in East Bank, London’s newest cultural quarter in Stratford, which will be unveiled later in the year. There are also logos for Sadler’s Wells busy programme of touring productions and commercial hospitality events reflecting the wider impact of the brand including outside of London. February saw three large scale productions coinciding in California including the hip hop theatre show to music by Sting, Message in a Bottle, Matthew Bourne’s Romeo and Juliet from New Adventures and the acclaimed production of The Rite of Spring with dancers from 14 African countries.

Chestnut Creative won the brief after a tightly fought design competition. The rebrand includes a refreshed navigation scheme on the website, a strong new poster format, new digital-first branding solutions and an animated logo suite for video assets which is rolled out with a new season of shows announced today. The redesign project has been overseen by Head of Marketing Georgette Purdey.

Nathan Savage, Creative Director at Chestnut Creative said:

It’s been a real privilege to work on such a historic and iconic institution which also has a firm vision of the future, not only with the imminent opening of their East venue but by embracing change to the more established elements of their brand – never a comfortable thing to do. The project has been a genuine collaboration between ourselves and the in-house marketing team and no detail has been overlooked to ensure Sadler’s Wells have a contemporary, coherent and creative branding solution across their entire family.