LATES is the National Media Museum’s programme of alternative after-hours entertainment. These experimental, adult-only nights shun the well-trodden, traditional path, providing people in Bradford with exciting, cutting edge adventures in science and performance.
At the heart of the identity we created was a crafted, L-shaped neon logo inspired by Bradford’s late night world. Bright and in-your-face, it captured the after-hours nature of the programme and the brave, adult tone of the events.
The shape of the logo also informed the grid we introduced for posters and print. The image could shift to different corners of the design to create a range of different L-shapes. We used these flexible areas to hold information and supporting logos, which took their cues from the National Media Museum’s established guidelines.
The LATES identity flexed across all sorts of communications, from internal signage to t-shirts, programme guides to web pages. We also built a 3D version of the logo, which we dropped into seedy shots of various mainstream or disused Bradford entertainment venues to create a series of strongly branded promotional posters.