Savoy Cinemas | Work

Savoy Cinemas

The experience starts here

BRANDING | COPYWRITING | DESIGN | VIDEO

Savoy Cinemas

In the competitive world of cinema, Savoy wanted to refresh their brand to position themselves alongside other big names within the industry, whilst maintaining what Savoy meant to them and their community.

An affordable, welcoming experience inclusive to everyone, with personable local staff and a place to connect. All whilst ensuring consistency was maintained in the several different Savoy Cinemas within their portfolio across the UK.

Client

Savoy Cinemas

Year

2019

Project Type

Branding, Design & Video

Savoy-logo-pattern

Keeping it in the community

Savoy Cinemas have multiple audience groups and they're focussed on their community of people, all with a shared interest in film. Together we explored the brands greater purpose; what it does, what it offers and what customers think / feel (and what Savoy want them to think / feel) when they visit the cinemas. From this we identified the core values that the cinemas stood for and wanted to outwardly reflect.

Savoy-Primary-Logo-strap

Branding

Their values then led us to the key themes of the brand’s personality as we moved into both brand and visual identity. The logo we developed is a simple wordmark that is clean, modern and assured.

A layering effect has been used on the letters to create a feeling of depth and to convey the immersive experience of visiting the cinema.

colour palette

Savoy_Vermilion

Vermilion

CMYK: 8 | 92 | 82 | 8
RGB: 205 | 46 | 44
HEX: #cd2e2c

Savoy_Carnelian

Carnelian

CMYK: 153 | 22 | 36
RGB: 153 | 22 | 36
HEX: #991624

Savoy_Highlight

Highlight

CMYK: 0 | 0 | 0 | 10
RGB: 237 | 237 | 237
HEX: #ededed

Savoy_Shadow

Shadow

CMYK: 0 | 0 | 0 | 40
RGB: 178 | 178 | 178
HEX: #b2b2b2

Layers of depth and balance

Keeping inline with the progressive nature of the brand, we moved their colour palette with the times and created a richer fusion of reds and greys that didn’t steer too far away from their heritage. The more indulgent hues build upon the excitement and energy expected from the comfort and experience of watching films at Savoy.

Typography

Headline

Effra

Savoy-heading-Body

Body

Quatro Sans

Savoy-body

The experience starts here

As well as the core brand strapline, a suite of secondary campaign straplines were created for individual film launches to build excitement and anticipation. This ‘living’ strapline adds personality and an element of fun to the brand, providing the flexibility to build a story around each film, whilst remaining within the brand style and being definitively Savoy.

We tool a similar approach to Savoy's premium screen's identity, naming the screen 'VERTEX' with the accompanying strapline 'Suspend Reality.' Vertex stands for the pinnacle of involvement and the ultimate viewing experience available to Savoy visitors, whilst immersing them in a fantasy world for the duration of a film.

Savoy-messaging
Savoy-Vertex-logo

A word from Savoy

"It’s been great to work with Abstrakt on the development of our new logo at Savoy Cinemas. They considered our company as a whole from the start – reaching out to our staff at different sites; they sought to find our defining characteristics; shared their findings and worked with us to find a logo that worked – the process was interactive and great fun!

We’re very proud of what they’ve produced for us and how its led on to the creation of our ident, all of which we hope use for a long time into the future. Thank you Abstrakt."

Helen Vesey - Executive Assistant - Savoy Cinemas

Savoy-movie-poster

Behind the scenes

Taking letterforms from the brand wordmark, we created independent assets to be used alongside print collateral and an ident. This created depth and buildt upon the 'immersive experience' when attending the cinema. These visually strong forms create fluid and dynamic letters that can be positioned flexibly across applications.

Savoy-print-items

Anticipation in an ident

Working with Reel Media, it was possible to create an ident that brought the brand assets to life when combined with Reel's expertise in motion graphics. Each transition builds upon the anticipation of watching a new film, alongside the subtle injections of sound as the living strapline changes between snippets of popular video footage. Excitement is drummed to the pinnacle of Savoy where we're reminded, as viewers, that the joy of film goes hand-in-hand with the community and connection with Savoy Cinemas.

Ident

What the client says

Abstrakt considered our company as a whole from the start – reaching out to our staff at different sites; they sought to find our defining characteristics; shared their findings and worked with us to find a logo that worked – the process was interactive and great fun!

Helen Vesey - Executive Assistant - Savoy Cinemas