Cut-off number "100" in gray on a white background.

100 Wardour St, London

100 Wardour St is a venue with a rich history. Once the site of the iconic Marquee Club in the 1960s, it hosted legendary performances by acts like The Rolling Stones and David Bowie. Today, it features a ground-floor lounge for casual dining and cocktails, and a basement restaurant offering live music and DJ performances, blending chic interiors with Soho’s creative energy. Its legacy as a cultural hotspot makes it a landmark in London’s nightlife and entertainment scene. We were tasked with creating an identity for the venue that communicated its daytime and evening offers, linking both to a cohesive and compelling master brand identity.

RESTAURANT BRAND IDENTITY
ART DIRECTION
DESIGN FOR PRINT

logo for 100 wardour st in soho, london, designed by Colt
large bar space featuring tables, chairs and lighting at 100 Wardour St, Soho, London
Stack of business cards with orange edges featuring the brand identity for 100 Wardour St designed by Colt

The creative solution centres on the concept of duality. The venue is split into two clear spaces, upstairs and downstairs and each needed to have its own voice, with the basement area predominantly being used in the evenings. Soho is renowned for its historic ‘Red Light’ district, characterized by vibrant neon lights, which inspired our creative direction. We designed custom neon signage to represent each floor: ‘off’ for the upstairs lounge and ‘on’ for the downstairs basement. This visual became central to the venue’s identity, serving as a backdrop and influencing key assets like the logo, which was designed to reflect the same split between the two spaces.

Close up of neon lighting made for the brand identity for 100 Wardour St, Soho, London
Close up of orange neon light featuring the words 100 wardour st by Colt
drinks coasters featuring the brand identity for 100 Wardour St created by Colt
Interior of 100 Wardour St featuring an orange neon light
Various print collateral for 100 Wardour St such as coasters, menus, bill holders, invites, matches and business cards
Menu collateral for 100 Wardour St created as part of the new brand identity by Colt
Menus featuring the brand identity for 100 Wardour St created by Colt
Interior design featuring draped curtains and booths at 100 Wardour St
Menus featuring the brand identity for 100 Wardour St created by Colt

The logo, designed to split into two halves, reflects the distinct nature of the venue’s spaces. In communications, the top half is used for upstairs, while the bottom half represents downstairs, with the two elements coming together in wider messaging for a cohesive identity. Headline typography takes inspiration from stencil-sprayed and painted lettering, subtly nodding to the venue’s central London roots. Paper stocks were carefully chosen to differentiate the spaces further, reinforcing the venue’s duality. The overall design pays homage to Soho’s vibrant past while creating a brand identity that feels contemporary and well suited for the 21st century.

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