London Coliseum

Rebranding Soho’s biggest theatre

Brand strategy
Brand identity
Brand assets
Brand guidelines
Signage and wayfinding
Art direction

Client

Opened in 1904 as ‘The People’s Palace of Entertainment’, the London Coliseum is still the largest theatre in London’s West End.

Brief

The London Coliseum is home to English National Opera. When ENO are not ‘playing at home’, the 2,359 seat venue hosts a multitude of national and international performances and performing arts companies. The London Coliseum asked Rose to create a brand strategy and brand identity which would provide them with clarity, visibility and consistency when welcoming third party productions into their home.

Solution

Rose created the brand identity for the London Coliseum to complement the stunning, Frank Matcham designed interiors. Defining a simple, confident and understated visual language, the brand identity plays a supporting role to its guests at the London Coliseum. The lock-up resides clearly and consistently on all third-party marketing, enabling each production to express its own personality, whilst ensuring audiences know exactly where their chosen entertainment is playing.

Results

The launch of the refreshed brand identity for the London Coliseum was delayed until 2022, owing to the pandemic. But the 2023 figures recorded an increase in total income of 8.5% compared to their 2020 figures¹. The London Coliseum continues to attract a diverse mix of popular entertainment for audiences wanting to see performances on the largest stage in the UK.

¹ ENO Report and Financial Statements 2020 and 2023