Sydney’s historic New Theatre is the oldest in the city, proudly standing as one of its most independent and truly one of the people. New Theatre’s ethos is about celebrating alternative theater. Creating and showcasing unique perspectives and engaging experiences for audiences and a nurturing and supportive environment for talented artists, New Theatre clearly has a great personality. Our mission was to help them express this, conveying its history and pride, but in a fresh new way.
To create a balance, respecting the need to capture 80-years of strong, proud culture and rich history, and also develop a new visual and verbal identity was our mission. We wanted to allow the staff of today and the theater's current projects to shine. Our goal was to maintain the sense of the iconic, but create an identity that would be flexible, allowing the theater to evolve in the future. Our challenge was to create an economical identity that bridged New Theatre’s history and allowed them to take ownership of their work, such as their Seasons, which presents their own takes on shows.
In order to strongly stamp their mark on productions and other collateral, we designed a bold new mark. Capturing the theater’s history of presenting the unexpected, spirit of constant reinvention and alternative viewpoints, we developed an unexpected new identity in the form of an “NT” – a logo that combines three initial letters of The New Theatre into one simple and unique mirrored structure. The new design allows applications and messaging to twist and turn, allowing New Theatre itself to sit center stage in its own productions, claiming them as their own.
After the launch of the new identity, New Theatre enjoyed a sold out opening night and is seeing a significant increase in ticket sales. It appears New Theatre is now better positioned to harness their culture, personality and brand.