The Club Mission re-brand needs to fit in well with its surroundings. There are 4 surrounding bars/clubs that are all run together, these are including club mission, the viaduct, bar fibre and queens court. This street is home to gay pride and therefore there is a very big gay scene throughout everyday of every year in these clubs. Because these bars and clubs are all loosely linked the new Mission logo should still fit in with the style and theme of everything however because it has a very big gay AND straight scene it needs to stand out from the crowd and not try and appeal too much to one target audience.
All the bars are decorated with a modern edgy style, giving them the feel of luxury as well as a very welcoming atmosphere for all.