Cultivating brand potential


A great big ‘O’ of a rebrand

Posted by: Jo Briton

Categories: Branding,

Thu, 14 Jan 2016

I can’t say I’m particularly enthralled by this rebrand. What do you think?

The English National Opera is being rebranded by Rose and is in the early stages of a roll out, which has seen the “singing” O mark retained but slimmed down.

The incumbent logo and its recognisable “ENO” acronym was designed by Mike Dempsey in 1990, when he was at Carroll Dempsey Thirkell.

“ENO” was previously written in three different weights, with the singing “O” the heaviest. The first glimpse of the new brand was revealed as ENO’s Twitter profile picture and shows that each letter is now the same weight.

A spokesman for ENO says that the new brand is being rolled out softly, with a new website launching in January.

Some seasonal campaign work featuring the new identity has also launched and the spokesman says Rose is repositioning ENO as “World-class storytellers”, while reminding the public that all of its operas are in English.

Rose’s work will dovetail with a new front of house at ENO’s London Coliseum Covent Garden location, which is being designed by architect Robin Snell.

I hope to see something more from the marketing collateral and website when they are released which really does show the ENO as “world-class storytellers”.

Source: Design Week