• Transform magazine
  • July 21, 2019

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Elmwood rebrands LW Theatres with new, timeless look

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LW Theatres has rebranded to introduce a confident and unique brand identity. Brand design consultancy Elmwood was behind the work renaming the company Really Useful Theatres Group to LW Theatres. The new brand identity successfully honours LW Theatres’ owner Andrew Lloyd Webber and his work, through a timeless black and white logo.

Part of the rebrand was to unite the company’s six theatres under one name, without eliminating each theatre’s own identity and charm. The LW Theatres brand positioning therefore promotes the extraordinary within the theatre world.

Jules Arnott, director of marketing and communications director says: “We live for the magic of live theatre. The rebrand of our family of theatres, built on their unique individual characters, is an important step in helping us achieve our ambition to become the most successful group of theatres around the world. It underscores our determination to make LW Theatres a stage for the extraordinary. I am delighted with the work that Elmwood has done, focusing on every detail to make every time our audiences come to one of our theatres an unforgettable experience.” 

With this redesign, LW Theatres moves away from its previous brand, which didn’t reflect its sophistication. The Really Useful Theatres’ logo was plain and basic, whereas the rebrand has distinct lines and a simple white background, with a dash of colour. These new features give it a fresh and smooth look. With this creative update and renaming, LW Theatres maybe better placed to attract productions and creative professionals to its brand.