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New Logo for Regal by Prophet



Noted Oct. 30, 2018 by Armin

Industry / Entertainment Tags /


(Est. 1989) “Regal, a subsidiary of the Cineworld Group, operating one of the largest and most geographically diverse theatre circuits in the world, with over 9,000 screens across 11 territories including over 7,300 screens in the United States, located in 557 theatres in 43 states along with Guam, Saipan, American Samoa and the District of Columbia as of September 30, 2018. We believe that the size, reach and quality of the company’s theatre circuit provides its patrons with a convenient and enjoyable moviegoing experience. We are committed to being ‘The Best Place to Watch a Movie!’”

Design by

Prophet (New York, NY)

Related links

Regal press release
Regal brand guidelines (PDF)

Relevant quote
The new logo's orange color pays homage to Knoxville, the home of the Tennessee Volunteers, where Regal's headquarters reside. The icon next to the text has a dual significance, representing both the aperture of a camera, as well as a downward view of the signature Regal crown. The updated logo's sleek design is a great fit for the movie exhibitor, as Regal continues to streamline the entertainment experience and provide a variety of enhanced moviegoing options.

Regal press release

Images (opinion after)
New Logo for Regal by Prophet
The shape of the icon matches the aperture of a camera.
New Logo for Regal by Prophet
New Logo for Regal by Prophet
On black.
Logo animation.
New Logo for Regal by Prophet
3D view of the crown revealed in the animation.
New Logo for Regal by Prophet
Typography usage.
New Logo for Regal by Prophet
Sample applications.

The old logo was not great and possibly bad but I guess it had a crown for “regal”. I never quite liked or got its Simon-esque background. The wordmark was insipid but fine too. The reaction to the new logo (on Twitter and in the tips I have received) is surprisingly negative. When I first saw the icon I really liked the effect created by rotating the inner heptagon, making it quite dynamic and attention-grabbing. Not for a second did I associate it with a camera lens aperture (which may be more my fault than anything else) and much less did I see it as a crown, which I thought was a clever plot twist revealed in the animation. I don’t think the goal of the static logo is to look like a crown but that once you see the logo in animation then you will always think of a crown when you see the logo. Most people that interact with this logo will be because they are going to the cinema where they will eventually see the animation, so it’s a nice subtle way to build extra meaning into the icon. I also like the wordmark — it’s an unexpected move from a movie theater chain and maybe it’s cooler than it deserves to be or as if it’s somehow out of place — like it belongs on the side of an airplane more than outside a 30-screen theater. The one thing that bothers me is the repetition of the “R” in the icon and the wordmark, especially with the “R” in the icon being around 80% of the one in the wordmark — it’s, like, different but not different enough. Overall, though, I think this is a great change that drops the dated old look of the old logo in favor of something far more interesting if, admittedly, a little far-fetched in its appropriateness for a movie theater chain.

Thanks to David Holtz for the tip.

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