Branche Kultur
Agentur Interbrand

New visual identity for Sydney’s New Theatre

Quelle: www.standapart.com.au
6.2.2012
new-theatre

New Theatre is one of Sydney’s oldest, prou­dest and most inde­pen­dent theatre’s. With 80 years of rich history, firm beliefs and an unde­nia­ble pas­sion for the arts, New is a peo­p­les theatre in the tru­est sense. Their ethos is about cele­bra­ting alter­na­tive theatre and hel­ping to grow the care­ers of anyone and ever­yone who wants to get involved.

 

This ethos is cele­bra­ted through a bold and unex­pec­ted iden­tity. At the centre of it all, a new logo­mark refe­ren­cing unex­pec­ted twists and turns in the form of an ‘NT’ device, that stems from the word mark. The logo com­bi­nes the three initial let­ters of The New Theatre into one sim­ple mark. The uni­que mir­ro­red struc­ture of the mark allows app­li­ca­ti­ons and mes­sa­ging to be rota­ted. The device is used to com­mu­ni­cate the theatre’s aims for con­stant reinven­tion, tran­si­ti­ons and alter­na­tive view­points. It allows New Theatre to sit proudly at the centre of their pro­duc­tions, lite­r­ally stam­ping them and clai­ming them as their own. The idea of ›new‹ col­la­bo­ra­ti­ons with local busi­nes­ses and the com­mu­nity also comes to life through pro­duct and event partnership.

 

For the 2012 sea­son col­la­te­ral we devi­sed an unex­pec­ted, bold and sim­ple sys­tem. Ver­bally the pos­ters are led by sur­pri­sing, curious and edgy head­lines that offer kno­wing insights into each show. Visually we avo­ided the cli­ché of glossy, dra­ma­tic por­traits of actors and instead opted for sim­ple, rele­vant, one colour, ico­nic images. The New Theatre brand domi­na­tes the sea­son aes­the­tic, employ­ing a laye­red, screen prin­ting aes­the­tic, the work speaks to New’s grass roots approach.

 

New Theatre Brand Video