The Beams brand identity
The Beams is an expansive new venue and event space located in the Royal Docks, at the heart of East London. Once part of the iconic Tate & Lyle sugar factory, the former warehouse has been reimagined as a testbed for new culture, talent, and experiences.
Aiming to reinvigorate the capital’s cultural scene and offer hope for its future, The Beams provides a space for experimentation and creativity within London’s most significant regeneration project. We were invited to help bring that spirit to life through a new brand identity that captures the venue’s diverse offerings.
Inspired by the repetition found throughout the building’s architecture and its bold spirit of creative experimentation, we developed a daring and distinctive typographic treatment using Neue Haas Grotesk.
The identity serves to showcase and unify the venue’s diverse uses, from arts and music events to corporate hires. It also enables in-house teams to easily tailor assets for different audiences and events while remaining immediately recognizable and distinctive.
