19 Jun 2019
As the venue development gets under way, we’ve also been working on developing a new brand for Bradford Live.
The challenge we faced was to develop a brand that encapsulated the rich heritage of the venue, but would also stand out with audiences today as a brand for the future. The new brand also had to be suitable for a multi- purpose venue - Bradford Live will host a diverse range of acts from comedy to concerts, family events to student nights, and will also be available for hire for conferences, meetings, banquets and special occasions. Therefore, we had to ensure that the brand resonated with both all of the Bradford community – business audiences and live-event lovers alike.
To take on the challenge we assembled a team of experts from across the NEC Group; from creatives and graphic designers to marketers who specialise in both conferencing and entertainment.
We began our mission by thinking about what we wanted the brand to stand for, which is creating memorable experiences for audiences, and about our vision - to be the most-loved destination for events in the North.
Before we started designing the brand there were a few areas we wanted to explore and incorporate into our thinking:
The iconic building- The venue has an instantly recognisable dome shape which we wanted to make sure was a central part of the brand design. We developed several illustrative versions of the venue but didn’t feel they gave us something unique that truly represented the image we wanted.
History - We also wanted to explore how we could build on the history of the building, so we immersed ourselves in art deco inspired design - from the traditional through to more modern-day interpretations. Whilst we loved some of the traditional designs using the rich gold and peacock feather colour palette, it again neither created the image that we wanted nor the brand for the future we imagined.
The final design we selected is an abstract view of the venue itself, leveraging the octagon motif with a simplified line illustration of the dome at its heart. We have then paired this with a modern typeface inspired by the art deco fonts of yester year and a palette of rich colours to showcase the quality of the venue. The colours selected give us the flexibility to have different designs for both entertainment and conferencing, and through taking inspiration from true art deco style, we have created several repeat pattern graphics that can be used both on marketing materials and within the venue.
We believe that the final design has truly embodied the image of a brand for the future, whilst also incorporating the iconic history and architecture of the building. We are very proud of our final design and we hope to have made the people of Bradford proud too.