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.