Rebranding Lowry: A proud new look to drive creativity and community in Salford

In a region as rich in culture as Greater Manchester, the Lowry arts centre in Salford has long been a creative powerhouse. Standing proudly on Salford Quays at the end of the Manchester Ship Canal, it celebrates its 25th anniversary next year. It is marking this milestone with a bold brand refresh by EDIT Brand Studio.

The new look hopes to emphasise that "inclusivity, accessibility, and creativity" are the cornerstones of its mission. It also aligns with Greater Manchester's Creative Health Strategy, which positions the region as a "global leader in using culture and heritage to improve the health and well-being of its residents".

A Salford Icon with a Fresh Perspective

Named after the famous 20th-century painter L.S. Lowry, the theatre and gallery complex has stood at the heart of Salford Quays since 2000. Over the years, the cultural landscape has grown up around it, with the bustling MediaCityUK as its neighbour. However, despite its location and reputation, many still see Lowry as "just" a theatre, unaware of its broader offerings, which include art galleries, a learning and engagement programme, and a vibrant retail and dining experience.

EDIT's challenge, therefore, was to help Lowry redefine its public image and communicate the full breadth of its offer. "From day one of working with EDIT, they got us," said Rachel Miller from Lowry. "They understood the challenge of our complexity whilst embracing our achievements over the past 25 years that have been realised through the power of creativity."

A Bold, Unapologetic New Look

Lowry's new identity unveiled ahead of a major public campaign, centres around a vibrant, playful approach that takes cues from Salford and its community spirit. Drawing inspiration from the bold architecture and colourful interiors of Lowry's iconic building, EDIT's design uses industrial-era typography and a dynamic colour palette. "We wanted to create a brand that captured the huge, warm, Salford welcome that you get as you step into Lowry," said Khadija Kapacee, MD at EDIT.

One of the most noticeable changes is the shift in tone and language. Working with Reed Words, EDIT crafted a new narrative with a straight-talking, Salford-inspired voice, highlighting Lowry as a welcoming space for everyone. The new tagline, 'Whatever you're here for, we're here for it', reinforces this inclusive spirit, making it clear that Lowry is not just a theatre but a home for creativity in all its forms.

Beyond the Arts: A Community Catalyst

Lowry's mission goes beyond the walls of the theatre and gallery, aiming to democratise access to culture for all. With only six per cent of its funding coming from the government, Lowry is largely self-sustaining, using its resources to foster creativity and community engagement. "For most, arts and culture can feel elitist and intimidating, but from our very first visit, we knew that was not a problem for Lowry," said Karen Hughes, EDIT's creative director. "We felt their current brand presentation was far too humble and wanted to create an unapologetically bold and impossible-to-ignore identity."

The rebranding also reflects Greater Manchester's broader Creative Health Strategy, which aims to harness creativity to address health inequities and improve the well-being of its citizens. As Lowry continues to evolve, this renewed focus on community and accessibility aligns perfectly with the city's vision of creativity as a powerful tool for change.

Capturing the Spirit of Salford

One of the standout features of the redesign is the collaboration with Manchester-based photography team Shaw&Shaw, whose quirky and playful style captures the vibrant energy of Lowry's programme. EDIT's use of a modular motion style, echoing the building's distinctive tiled walls, adds a dynamic visual element that showcases the many ways visitors can experience creativity at Lowry.

In a subtle but significant change, the arts centre has also dropped 'The' from its name, now simply known as Lowry. As EDIT puts it, this allows for a more flexible branding system that puts Lowry front and centre, with a masthead-style logotype that really hits home its importance within the cultural fabric of Salford and Greater Manchester.

What's Next for Lowry?

Lowry's new identity will soon be rolled out across all aspects of its onsite experience. While its first-ever brand-led campaign will launch across Salford and Manchester later this month. The campaign will include a brand film and out-of-home advertising to further spread the message that Lowry is a place where everyone is welcome, whether they're here for the theatre, the galleries, or simply a cup of coffee.

Lowry's CEO Julia Fawcett sees this rebranding as a crucial step in expanding the institution's reach: "We welcome more than one million visitors through our doors every year and engage with more than 30,000 young people each year through our community programmes—but we can do more! We hope that our brighter and bolder identity, together with a more accessible tone of voice, will help us reach even more people and help them to feel that Lowry is a place where they can experience and enjoy creativity."