Sadler’s Wells
Theatre rebrand
A bold new look for the leading international dance organisation. More recognizable, more memorable and far better equipped to make its mark in a digitally-driven world
The original venue on Rosebery Avenue in Angel, London, was once known as ‘The Wells’ but roll on 2024 and our research showed that most patrons simply and affectionately refer to this historic location as ‘Sadler’s’. So, with our guidance, the decision was taken to adopt a more succinct approach. In the logo itself, no need to reference it being a theatre, no need to spell out the location. We created a confidence with no clutter. Just directness and clarity.
Previous / New
The concept was applied to all venues, simplifying each into one concise word — Peacock, Baylis, Digital and (opening later in 2024) East — to create a coherent identity across the whole organisation.
The re-energised branding leans heavily on the bold use of colour, giving huge scope to differentiate the personalities for each venue whilst maintaining parity across the wider Sadler’s brand. On a more practical level, the huge volume of productions across all locations now have clearly distinctive colourways signposting the user’s digital journey at every touchpoint.
