Our task was to develop a brand identity for Blyth’s new multipurpose Cultural Hub which would encapsulate Blyth’s rich heritage and its aspirations for the future. The challenge was to create a name and visual identity that not only aligns with the diverse offerings of the venue, including its partnership with Jam Jar Cinema, but also fosters a deep sense of belonging and pride within the Blyth community.
In crafting the brand identity, our team immersed themselves in the culture and pulse of Blyth. Engaging with local residents and absorbing the town’s heritage, we aimed to create a brand that truly reflects the spirit of the community. The favoured brand name and associated visual identity emerged as a clear frontrunner, embodying the essence of a welcoming space for all, rooted in the local’s history and its vibrant market square.
Our team immersed themselves in Blyth, engaging directly with the local community to capture the town’s unique essence. This engagement was instrumental in shaping a brand narrative that truly reflects the spirit and aspirations of the local community. The name ‘Market Pavilion’ was chosen for its profound symbolic meaning and historical relevance. Pavilion” comes from the Latin word “papilion”, which means butterfly. This could be because the top of a colourful tent looked like the spread wings of a butterfly. ‘Pavilion’ signifies a space of entertainment and gathering, evoking feelings of openness and inclusivity, while ‘Market’ directly ties the venue to Blyth’s Market Square location, a symbol of community and vibrancy.
The choice of colours, graphical elements, and overall aesthetic have been carefully curated to represent Blyth’s rich history, while signalling a contemporary, forward-looking vision. The graphical treatment of the “P” icon in Pavilion is inspired by the meaning and essence of the word “pavilion” itself. The unveiling of the Market Pavilion brand has been met with great enthusiasm, heralding a new era for Blyth’s cultural scene. At Guerilla Communications, we are proud to contribute to what is set to be a cornerstone of arts, entertainment, and communal life in Blyth.
“This collaboration promises a fresh chapter for Blyth's cultural scene. Guerilla have created a unique brand name and visual identity which captures the essence of Blyth and our new cultural and events venue.”
