Cinema chain Odeon has unveiled a new visual brand identity to better differentiate the brand from its competitors through ‘sensual and emotive’ imagery and dramatic landscapes.
Created by Rufus Leonard the approach centres on the ‘O’ of Odeon in its signature blue set amidst a range of backdrops such as a bird’s eye view from space and ambiguous backdrop of bubbles.
Odeon is also push its new iSense screen in Charleston which will see audiences directed through a seven metre audio-visual sound and projection tunnel before taking their seas before the upgraded screen.
Andy Edge, commercial director at Odeon UK & Ireland, said: “As Odeon continues its focus on our growing Guest Net Promoter Score, a refreshed brand look and feel will help us deliver important changes to our guest’s experiences.”
James Ramsden, executive creative director at Rufus Leonard, added: “For years, people have been choosing where to see their favourite movies based on how close they are to their local cinema. The time has come for customers to expect something more individual, special and magical from a cinema brand.”
“The work we have created nods to what we all know and love about Odeon; it has a wonderful sense of heritage as an iconic picture house. But what’s crucial is we use design and creativity to unlock the potential and future of cinema in a creative and emotionally engaging way,” added James.
The new branding will go live from this week including a UK-wide press launch, posters, outdoor, online and press ads.