Chelmsford City Theatres required assistance to create a new brand identity for the newly named Chelmsford Picture House. The new brand had to engage with its core following of loyal visitors but also engage with a new 20 to 30’s audience in order to increase the number of visitors to shows. The brief was to be modern, not trendy, with a subtle but not cliché nod to film and to work well with current brochure design and marketing. Our solution was a self encompassing logo which illustrates a film projector beam, projecting the theatres name as though it was on a screen. We also provided brand guidelines to help aid with the smooth integration of the new logo into the brand identity.