Alexandra Palace - or Ally Pally as it's fondly known - is an iconic entertainment venue looking out over London. The new identity sought to breathe life and energy back into the 144-year-old 'Palace of The People'.

The new logo directly references the iconic arch of the venue's Great Hall and can be used alongside a monogram we revived after discovering it dotted around the site. Our custom typeface, Palace Display, helps Ally Pally speak with the personality and eccentricity its always embodied.

Designed with Lovers
Typeface by Kia Tasbihgou