The new system provides a bold umbrella brand—an outlined, glass-block-like L—that also identifies each theaters’ specific location with a customizable neon letter L suspended inside the block.
From Pentagram’s website: “The branding is infinitely expandable, with a logo that can be customized for each location with its own individual neon ‘L.’ Some of the theaters within the chain are already recognized by their own name and graphic identity, while others are simply known as Landmark; the identity had to be able to accommodate both. A theater’s existing logotype can be incorporated into the mark as a signature, or a new ‘L’ can be created for the venue.”