Landor overhauls the Event Cinemas brand

WPP agency, Landor, has created a new brand identity for Event Cinemas, backed by a new brand strategy and accompanying campaign.

According to the agency, the black and white masterbrand was inspired by the prominent V in Event’s previous branding, and aims to bring to life the message ‘Immerse yourself in worlds of entertainment’. 

The new brand will roll out across Event’s platforms and cinemas

The new brand will roll out across a range of Event’s platforms, highlighting the range of experiences available at the cinemas.

Alexandra Holden, Event Cinemas general manager of customer experience, said the agency was briefed to create a brand that would “match the range of experiences on offer.”

Landor executive strategy director, Daye Moffitt, said: “More than ever, people need a reason to switch off from the chaos of their day-to-day lives; from social media to emails, news to politics.
Event Cinemas gives this escape from the ‘real world’, providing the opportunity for people to immerse themselves in new experiences, from the luxury of Gold Class or the epic 4DX, through to the fun of Junior.  Each of the eight different cinema offerings is unique, but require something to tie them together.”

A campaign will also be rolling out with the new brand

Landor creative director, Tom Carey, explained: “The challenge was to create a singular brand to match these varied cinema experiences. It needed multiple dimensions but a single DNA.”

“All brand elements are remixed to take on the characteristics of the different worlds, united by a simple logo ticker. It not only creates a clear differentiation for Event Cinemas, but a purpose that employees can stand behind and a brand that customers can love, and instantly recognise.”

Landor collaborated with motion studio Never Sit Still to create a range of 2D patterns, immersive motion sculptures and cinema-inspired typography that will roll out with the new branding.

Landor won the account for Event Hospitality & Entertainment following a pitch last year. The account will see Landor execute brand work for QT, Atura and Rydges hotels as well as Event Cinemas.


Strategy and Creative – Landor
Never Sit Still (motion)
Smith and Western (sound)


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