Manchester’s iconic City Tower has rebranded to celebrating its historic significance.
With a new motto of ‘Backing the bold’, the process, commissioned by the team of Schroders Capital on behalf of its owners and undertaken by OBI, aimed to revive one of Manchester’s tallest skyscrapers.
Built between 1959 and 1965, City Tower, formerly Sunley House, has been a familiar constant in the city’s ever-evolving urban landscape.
Its bold concrete façade is celebrated in the building’s new branding, with icons that reflect the digital technology and circuit-board-esque design on the North East and South West elevations, as well as the gridwork style reminiscent of its block structure.
OBI has designed a bespoke typeface for City Tower to evoke a sense of height, which works alongside a colour palette that respectfully reflects the period the building was designed, complete with a mixture of 1960s tones of British racing green, dusty red, grey, and black.
Big and bold
Alister Shapley, lead designer at OBI Property, said: “City Tower is the epitome of big and bold. Its unapologetic, brutalist aesthetic has stood proudly at the centre of Manchester for almost 60 years and we wanted to celebrate its forward-thinking design with the rebrand.
“The style is bold, eye-catching and modernist and the logo identifiers shift and reform like the building façade, whilst the numerous sub-brands align, but also provide room for slight distinction.
“The photography reflects City Towers’ tenants and features diversity across all genders, ages and ethnicities. They have been captured using striking angles, in dynamic compositions and have a fashionable finish.”
A phased replacement of all existing branding is underway, with more than 900 pieces of signage, icons and wayfinding being updated in the process. A new website is being developed, too, alongside rebranding City Towers’ social channels.
Rebranding process
Rob Prescott, asset manager at Schroders Capital, added: “Schroders Capital is proud to manage this landmark asset situated at the Centre of Manchester and refresh the branding of this landmark asset at the Centre of Manchester, to better reflect the asset and its unique characteristics.
“City Tower offers the best of both worlds – a modern workspace with an historically-significant exterior which, combined with unrivalled high-rise views of the city, stands out amongst the competition.
“With its unique blend of occupiers from various industries, City Tower has become a thriving hub of collaboration and innovation. The Tower’s vibrant mix of professionals brings together a wealth of expertise, fostering a lively and stimulating environment that encourages creativity and growth.
“In order to reflect the vibrant diversity within the building and highlight its bold aesthetic, City Tower has undergone a comprehensive rebranding process. The new branding embodies the essence of the tower’s dynamic atmosphere, capturing its energy and forward-thinking approach.
“This is just the start of a busy period at the building and we’ll continue to communicate on its transition over the next months.”
