The Lowry arts centre announces 'major rebranding' - to LOWRY

The Lowry theatre and arts centre at Salford Quays has announced a major rebrand ahead of its 25th anniversary in 2025. It's dropping the "The" and will now be known as simply LOWRY, in capitals.

Named after 20th century painter LS Lowry, the theatre and gallery complex opened at the heart of Salford Quays in 2000 and the bustling entertainment hub MediaCity has grown up around it. Today it welcomes around one million visitors a year.

The venue has been praised for the way it has engaged hard-to-reach communities with the arts and culture programme it presents. Now, after "listening to customers and communities in the area it serves", bosses have announced their rebrand with a new website, a new brand identity and new ‘straight-talking, Salford-inspired’ tone of voice.

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The bold new logo is now taking centre stage outside the theatre with a series of new posters. The website has also gone live with the new branding.

Julia Fawcett OBE, Chief Executive at LOWRY, said: "With 2025 marking our 25th Anniversary we felt it was the perfect time to refresh the Lowry brand. We welcome more than 1m visitors ever year through our doors and engage with more than 30,000 young people each year through our community programmes - but we can do more!

"We hope that our brighter and bolder identity together with a more accessible tone of voice will help us reach even more people and help them to feel that LOWRY is a place where they can experience and enjoy creativity.”

Rachel Miller, Director of Audiences, Sales & Marketing at LOWRY, said: "Through an extensive consultation process we realised that coming out of the pandemic LOWRY needed to realign its