Est.1935. Modern ever since.

For the last couple of months I’ve been working on a brand project for the UK’s best known Modernist public building – the De La Warr Pavilion on the South Coast. This year the Pavilion, now with an international reputation on the arts scene, celebrates its 80th anniversary. Director Stewart Drew and his team decided to commission a brand review ‘to help the De La Warr re-connect with its roots and look to the next 80 years’.Playne Design , based in Hastings and London, took on the commission and Clare Playne asked me to get involved. Working alongside Clare and the DLWP team has been a great experience – delving into the past, reviewing the many aspects of the building and its heritage, searching for clues that might form the basis for a brand for the future. There is something about a building such as the De La Warr and its origins that requires an identity which allows the architecture to speak, not override it. The persistent lightness of its being and re-echoing of its circular forms suggested to us a way forward.

In the new design a roundel motif is the focus and lower case type is replaced with capitals. New typography and a colour palette based on the original colours in the building complete the key visual elements of the identity.

To draw attention to DLWP’s longevity and its commitment to modernity we have introduced the line ‘Est.1935. Modern ever since.’ The Pavilion is essentially a democratic space as well as a Modernist one – it has a highly diverse audience base – and a spirit that is all about openness and doing things a little differently. It’s been a joy and privilege to see the Pavilion and its people embrace the new look. Onward to the next 80 years…