Royal Albert Hall

The rebrand goal was to create a nimble and flexible identity that caters to the varying interests of those in South Kensington and beyond. Creating a community that is larger than the brand itself, being proud of their history while still allowing innovation, making them a sanctuary for the arts.

The principle for this identity system is based within the frame created in the stem of the H in RAH. The metaphor lies in the idea of being and creating the space for culture and knowledge to emerge. The serif type, rooted in elegance and royalty, adds gravitas to the system, but the flexibility of the frame creates a contrasting language of modernity and experimentation.

For special events, a modular font created using the frame within the logo can be used. This typeface allows for stretching and squashing. This frame can also be distorted in different ways for events that are less classical.