Blog Post: Revitalising the Magic of Cinema – Royal Cinemas Rebrand

At The Brand Surgery, we love a challenge, and rebranding Royal Cinemas in Sutton Coldfield was an opportunity to combine heritage, creativity, and strategy to breathe new life into an iconic building. This project showcased our expertise in nationwide branding, helping businesses stand out while staying true to their roots.

A Cinematic Challenge

The Royal Cinemas, originally opened as an ODEON Cinema in 1936, is a Grade II listed building brimming with Art Deco charm. After closing in 2020, the cinema was brought back to life by PDJ Management Ltd, reopening in mid-2024. With four screens in an area bustling with competitors, including Vue, Cineworld, and Odeon, the rebrand needed to do more than look good—it had to attract local footfall, celebrate the building’s heritage, and grow its audience.

The Royal Cinemas Logo: Art Deco Elegance

Using our SuperFlex™ Logo Design Package, we crafted a logo that highlights Sutton Coldfield’s rich history as a Royal Borough and the cinema’s stunning Art Deco design. The horizontal lines in the logo draw from Art Deco patterns, with the negative space symbolising the screen experience, while the lower lines represent the audience. It’s a design that’s simple, striking, and versatile—perfect for signage, social media, uniforms, and more.

How We Achieved Branding Success

We used The Brand Surgery’s three pillars of brand health—Connect, Converse, Convert—to tackle the project:

• Connect: Through a Discovery Session and customer research, we uncovered what audiences loved and what needed improvement. While the Art Deco decor charmed patrons, uncomfortable seating drove them elsewhere. We designed a brand that honoured the past and invited customers to rediscover their love for the cinema.
• Converse: Our design had to communicate, “We’re open, better than ever!” at every touchpoint. Inspiration came from the Royal Tudor Rose and the building’s heritage, ensuring the design resonated with the local community while standing out in a competitive market.
• Convert: The new branding isn’t just about aesthetics—it’s about attracting and retaining patrons. With a design that’s memorable, modern, and full of character, Royal Cinemas is set to captivate audiences once again.

Heritage Meets Hospitality

The Royal Cinemas project reflects our ability to blend branding with architectural and historical sensitivity. We’ve worked with PDJ Management Ltd on other cinemas, including The Dome Cinema in Worthing and Majestic Cinema in King’s Lynn, and their feedback highlights our collaborative and creative approach:

“Vicky has created wonderful logos for The Dome Cinema, Royal Cinemas, and Majestic Cinema, all in keeping with our lovely buildings. She has been very easy to work with, and I look forward to continuing our relationship into the future.” – Paul Jervis, Managing Director, Dome Cinema, Worthing

Ready to Rebrand Your Business?

At The Brand Surgery, we specialise in transformative branding, from heritage cinemas to modern businesses. If you’re ready to revitalise your brand, get in touch with Vicky Vaughan FCIM FIoL on 07909 693172 or fill out our contact form.

Explore more branding success stories on our Branding by Sector page. Let’s make your business unforgettable.