Broadway

Art Direction
Brand Strategy
Identity
Digital

Broadway is a nationally recognised cultural leader in independent cinema, arts, and technology.

At a time when camcorders, video cassettes, and word processing were considered to be the cutting edge, Broadway was formed in 1988 when a group of local film, video, and new technology organisations, came together to “act as a catalyst for media training, production and exhibition”.

Over the years, Broadway has played host to many cultural moments including Q&As, previews, and premieres with Directors such as Quentin Tarantino, John Woo, Carol Morley, Jessica Hynes, Paul Schneider, Nic Roeg, Paddy Considine, Gareth Edwards, and Ken Loach. Broadway has been – and continues to be – the home for some of the brightest and best film talent to emerge from the UK over the past 20 years.

Broadway was in need of a new, bold and progressive brand identity that merges its illustrious past with its promising future.

The new identity needed to ignite creativity and foster a lifelong passion for film, highlighting what sets Broadway apart from other cinema while celebrating its unique charm.

Central to the brand concept is the film projector and the notion of sequence. By placing the Broadway ‘B’ front and centre, we pay homage to Broadway’s dedication to cinematic history and its distinctly curated selection of films. The concept of projection symbolises Broadway’s commitment to broadening perspectives and embracing the diversity of what they offer.

The counter-spaces within the ‘B’ logomark act as viewfinder spaces, with content thoughtfully placed behind them to bring focus to specific areas. The addition of the Broadway wordmark allows us to keep the identity adaptive and responsive, with visual mechanisms that inject creativity and flexibility into all brand communications.

The ‘B’ logomark is dynamic; presented across both digital and analogue landscapes utilising both animation and multiple static compositions. The counter-spaces within the ‘B’ logomark act as viewfinder spaces, with content thoughtfully placed behind it to bring focus to specific areas.

Representative of an abstract film reel, the wordmark characters are set with mono spacing to give each letter its own “invisible” frame. Within these “invisible” frames the letterforms move vertically replicating the movement of the film reel and playing on the idea of sequence. The addition of the Broadway wordmark allows us to keep the identity adaptive and responsive, with visual mechanisms that inject creativity and flexibility into all brand communications.

The Broadway grid system ensures that a consistent visual identity is maintained. It is fundamental to unifying the overall design scheme, creating visual harmony across all brand collateral.