The Royal Opera House Successful Rebrand


Did the Royal Opera House need to rebrand? That depends on your perspective. The building, which houses The Royal Ballet, The Royal Orchestra, and, of course, The Royal Opera, certainly had a well known brand and a recognizable logo design. People from all over the UK supported the institution and its productions. However, there were several good reasons to modify the brand as well.

First, the crest was not well suited to modern times. Its antique, engraved look made the image difficult to comprehend at small sizes, while being messy and unprofessional at larger sizes. This went against one of the most unbreakable rules of modern logo design: that images must be scalable, that is, work well at a variety of sizes. Not only did this logo not work well when blown up or shrunk down, it really wasn’t a winner at any size.

Second, the font was ultra-traditional, which did not represent the organisation’s many endeavours. The Royal Opera House offers not just classical performances, but many contemporary ones as well. The font was also difficult to use as part of the brand, being a little too formal for everyday communications.

Last, because of the aforementioned issues, the organisation lacked a cohesive brand. The ornate typeface was not usable in emails, letters, and other smaller sized publications. The logo could not be used in a variety of contexts due to sizing issues. Without any coherent image to represent The Royal Opera House throughout the UK, the organisation lacked the solid recognisability and unchanging value of a true brand.

The new logo design at face value appears to be only slightly different from the original, but these subtle changes make all the difference. To remedy the first problem, the crest was modified to look better in a variety of sizes. It is now easy to identify at small sizes while being proud and clean when reproduced in larger contexts. The font was updated to an ultra-simple one that could be used in all company communications. It is not just clearer and more versatile, but able to represent both classical and contemporary performances equally well. When the words are stacked, as they now are, they are also clearer and better balanced.

Last, this organisation now has a brand that will soon be recognisable to supporters and the general public. This logo redesign has become part of an overall rebranding scheme for The Royal Opera House. Letterhead, the website, and signage are all being revamped to match the new brand aesthetic. All company promotions and communications will be a part of this new and improved brand.

We love the new brand, and so does much of the public. What’s not to love about this subtly renovated logo design? Further, the people that matter have given it the seal of approval as well. The Palace approved the new and improved logo design at the first proposal and it is expected that patrons and supporters will find it easy to back as well.