St John’s Smith Square
Arts Venue Branding
We designed a new brand identity for St John’s Smith Square, a much-loved classical music venue, set in a 18th-century baroque church in the heart of Westminster. They wanted to keep their existing logo, but needed a much stronger sense of identity to reveal their multi-layered charms to a wider audience.
At the heart of our new branding was the idea of ‘discovery’, which was inspired by the 18th-century grand tours and the discovery of cultural treasures. This idea featured in both the headings and main messages, to illustrate the different strands of St John’s offer. It also featured strongly in the visual language, which made use of motifs from St John’s architecture to form elegant patterns and reveal imagery of both the performers and venue.
Typography and colour were both used to give a contemporary feel, echoing the spirit of baroque and classical music.
Applications included display banners, a newsletter and website. We also designed season, series and festival brochures.