New name for Pavilion Theatre, Brighton

A famous landmark is to get a new name.

The Pavilion Theatre in New Road, Brighton, is to be renamed Brighton Dome Studio Theatre.

The move is part of a rebrand at one of the city’s foremost entertainment centres.

The planning committee at Brighton and Hove City Council will vote tomorrow on plans to install new and replacement external banners, fascia, letterset and logo signs, the installation of internal signage and plasma screens and the replacement of glazing to Pavilion Theatre and the removal of a canopy at the Corn Exchange entrance.

Bosses at the venue say the change is necessary because research has told them people have problems knowing where the arts venue is.

Design firms in the city have taken to social media forums to ask why a London- based agency, Johnson Banks, had been chosen to carry out the rebrand.

Abigail Bowen, boss at Blank Associates in Marlborough Place, said: “The Dome and Festival has, until now I believe always worked with local agencies, so I wonder what is behind the decision to move the work out of Brighton?

“Brighton branded itself as a creative city and surely has one of the largest and most established creative networks outside of the capital.

“This decision sends out, in my opinion, a terrible message about Brighton.”

But Andrew Comben, chief executive of Brighton Dome and Festival, said it conducted a thorough and competitive tendering process for the new visual identity – meeting and consulting with a number of companies from both Brighton and London.

He said: “Johnson Banks have significant brand experience in the arts and charity sector and offered ideas and solutions which best represented the goals and needs of the organisation and sensitively considered our responsibility as keepers of a Grade I heritage building.

“As responsible custodians of the Grade 1 Listed building of Brighton Dome we have been in consultation with both Brighton and Hove City Council and English Heritage over a way-finding project which includes new, consistent signage internally and externally around the building. The aim is to improve the visibility and usability of our venues for our audiences and potential visitors. We are currently awaiting the decision of our planning application.”

Comments (10)

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12:24pm Tue 18 Sep 12

Ted-Kelly1 says...

If you really want people to find it easily, why not call it the 'New Road Theatre'?
Altering the two-word name to a four-word mouthfull does not make any sense at all. Added to the fees of the out-of-town agency, there is the cost (And waste) of printing new signs stationary. It will be comforting to Brighton and Hove council-tax payers to learn that their Council still has money to spare for this scheme!
If you really want people to find it easily, why not call it the 'New Road Theatre'? Altering the two-word name to a four-word mouthfull does not make any sense at all. Added to the fees of the out-of-town agency, there is the cost (And waste) of printing new signs stationary. It will be comforting to Brighton and Hove council-tax payers to learn that their Council still has money to spare for this scheme! Ted-Kelly1

1:58pm Tue 18 Sep 12

mfundizi says...

Changing the name of a well-known institution means commercial death. It'll cost a fortune and lead to confusion. Expect empty houses this winter.
Changing the name of a well-known institution means commercial death. It'll cost a fortune and lead to confusion. Expect empty houses this winter. mfundizi

3:35pm Tue 18 Sep 12

getThisCoalitionOut says...

What a totally horrible new name and a completely stupid reason for changing the name.

Nearly everyone has access to the internet so it's not difficult to look up where something is but changing the name is going to make it more difficult to find!

I thought the council was into saving money - not wasting it.
What a totally horrible new name and a completely stupid reason for changing the name. Nearly everyone has access to the internet so it's not difficult to look up where something is but changing the name is going to make it more difficult to find! I thought the council was into saving money - not wasting it. getThisCoalitionOut

3:36pm Tue 18 Sep 12

getThisCoalitionOut says...

What a totally horrible new name and a completely stupid reason for changing the name.

Nearly everyone has access to the internet so it's not difficult to look up where something is but changing the name is going to make it more difficult to find!

I thought the council was into saving money - not wasting it.
What a totally horrible new name and a completely stupid reason for changing the name. Nearly everyone has access to the internet so it's not difficult to look up where something is but changing the name is going to make it more difficult to find! I thought the council was into saving money - not wasting it. getThisCoalitionOut

3:36pm Tue 18 Sep 12

getThisCoalitionOut says...

What a totally horrible new name and a completely stupid reason for changing the name.

Nearly everyone has access to the internet so it's not difficult to look up where something is but changing the name is going to make it more difficult to find!

I thought the council was into saving money - not wasting it.
What a totally horrible new name and a completely stupid reason for changing the name. Nearly everyone has access to the internet so it's not difficult to look up where something is but changing the name is going to make it more difficult to find! I thought the council was into saving money - not wasting it. getThisCoalitionOut

3:36pm Tue 18 Sep 12

getThisCoalitionOut says...

What a totally horrible new name and a completely stupid reason for changing the name.

Nearly everyone has access to the internet so it's not difficult to look up where something is but changing the name is going to make it more difficult to find!

I thought the council was into saving money - not wasting it.
What a totally horrible new name and a completely stupid reason for changing the name. Nearly everyone has access to the internet so it's not difficult to look up where something is but changing the name is going to make it more difficult to find! I thought the council was into saving money - not wasting it. getThisCoalitionOut

3:47pm Tue 18 Sep 12

getThisCoalitionOut says...

Apologies that my message has got put up several times - would appear something went wrong - took ages to take when I pressed the submit button (I admit I clicked it again in the hope it'd stop whirring round but only once, not four times!!)
Apologies that my message has got put up several times - would appear something went wrong - took ages to take when I pressed the submit button (I admit I clicked it again in the hope it'd stop whirring round but only once, not four times!!) getThisCoalitionOut

10:18am Wed 19 Sep 12

Ted-Kelly1 says...

Why has this item been removed from the news list after less than 24 hours?
Too many influential people upset by the comments?
Why has this item been removed from the news list after less than 24 hours? Too many influential people upset by the comments? Ted-Kelly1

6:39pm Wed 19 Sep 12

Rita Snatch says...

We will still call it the Pavilion Theatre, just as we still call the pier Palace Pier.

Waste of money - that acheives nothing (apart from a London Company getting richer!).
We will still call it the Pavilion Theatre, just as we still call the pier Palace Pier. Waste of money - that acheives nothing (apart from a London Company getting richer!). Rita Snatch

3:40pm Mon 1 Oct 12

Lofaplace says...

The same way they change the names of Pubs to make them trendy. This sounds like a Vegan Workshop.
The same way they change the names of Pubs to make them trendy. This sounds like a Vegan Workshop. Lofaplace

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