Ambassador Theatre Group reveals brand for Swansea Arena

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Live entertainment venue operator Ambassador Theatre Group has revealed the brand for the new Swansea Arena.

The creative consultancy, Kneath Associates, said that it drew upon its Welsh heritage and experience to develop the design.

The bilingual concept aims to set the contemporary typographic brand at the centre of a stage, viewed as a single point of focus.

A spokesperson from the firm said: “We are incredibly proud to have been able to work with Ambassador Theatre Group on this brand.

“Having lived in and around Swansea Bay all our lives, we have a tangible emotional connection to the arena development and the value it will bring to the city.

The development of the arena is part of the £135m transformational Copr Bay Phase One project, which is being completed by the council working alongside development manager RivingtonHark.

Once complete, it will comprise the 3,500-capacity indoor arena and conference centre, as well as new independent restaurants, city centre apartments, a 1.1-acre coastal park, two new multi-storey car parks.

Director of corporate development for ATG Libby Grant said: “As we eagerly anticipate our doors opening in Swansea, we are looking for partners to come on the journey with us.

“A chance to engage with up to 230,000 visitors per year offers a compelling platform for partners to associate with music and the performing arts and take centre stage in our new state of the art arena.”

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