Evolving an entertainment icon
Regal Cinemas, one of the leading movie theater chains in the U.S., turned to Prophet to change its brand identity to reflect its evolving theater experience. With an ever-expanding media landscape and entertainment channels to choose from, the Regal brand needed to communicate that their theaters were ‘The Best Place to Watch a Movie’.
We created the new Regal brand to have a connection back to the Regal crown of the past, but viewed from a new perspective. The seven sides of the symbol tie back to the aperture of a movie camera and can easily live around the dynamic imagery associated with movies and entertainment. With a sleek wordmark and dramatic visual elements, the system was designed to unify messaging with visual design, allowing the brand to reflect the passion and energy of the movies and legion of movie fans.
With Regal Cinema’s preeminence in the marketplace, the brand name was also truncated to only Regal, to maximize impact and brand memorability.