A performing arts and education charity has rebranded and changed its name to celebrate its “diverse and inclusive” offering and re-establish itself as a catalyst for creativity in the region.

The Lowry, which runs a performing arts theatre in Salford, Greater Manchester, has changed its name to Lowry, introduced a new logo and redesigned its website.

“The new brand identity unifies all Lowry’s programmes, products, food and retail under one core identity, inspired by Lowry’s iconic architecture and interiors and echoing its confident and eclectic visual style,” the charity said.

The charity said it was using a new masthead-style logotype to increase brand recognition while also allowing for a sub-brand naming system that always puts Lowry front and centre. 

Lowry said it had employed a “bold, industrial-era” typography and a “vibrant” colour palette inspired by the inside of its building.

“Summed up by the strapline ‘whatever you’re here for, we’re here for it’, the new brand language positions Lowry as a safe, non-judgemental space, where you can see anything from opera to The Gruffalo and visit the galleries and learning spaces,” the charity said.

The charity declined to reveal the cost of the rebrand, which included work from the brand studio Edit, the marketing consultancy Reed Words and the Manchester-based photography team Shaw&Shaw. 

Alongside the new website, Edit and Lowry’s design and marketing team will roll-out the new identity across the onsite experience, followed by Lowry’s first brand-led campaign across Salford and Manchester at the end of October, including a brand film and advertising. 

Julia Fawcett, chief executive of Lowry, said: “With 2025 marking our 25th anniversary we felt it was the perfect time to refresh the Lowry brand.

“We welcome more than one million visitors every 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.”