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Case Study 01.

New Theatre

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Background Established in 1932, the New Theatre is a proudly independent theater in Sydney, Australia. “We’re not slick, we’re not refined and we don’t conform,” is only one of many statements it makes, “We believe in artistic and social expression, not just escapism.

When we take the stage, we’re for real.” Or “We’re driven by passion, not money.” You get the point.

This past January, New Theatre introduced a new visual and verbal identity created by the Sydney office of Interbrand.

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Primary Logo

Secondary Logo

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Logo At the centre of this new brand, there is 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.

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Application The new logo and identity are fantastic and amazingly smart and clever. The “N” monogram on its own is instantly readable as an “N” and having its slab serifs be the “T”s of the name is great. On top of that, the “N” with the wordmark works perfectly to cement the concept and execution.

The concept of the logo is bold and strong enough to work across all the created products with room to be developed further in the future.

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The Ticket is probably my favourite application of this device.

The perferated edge runs along the diagonal section of the logo splitting the tick in two once it is used. The full ticket says “This is Your Theatre”, then when you enter you recieve the half that says “This is Your Ticket”.

The concept is applied across badges which can be both ways depending on what message you want to portray with inspirtation quotes sending hte message of the theatre out into the public.

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The T-shirt and Tote bag use a similar concept and copy has been cleverly developed to relate to every single product. A great example of this is the tote bag which says “One Mans Trash, Another Mans Treasure�.

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You can start to see how strong the concept is. It is apllied to absolutley everything with a sense of natural ease. You can see on the outdoor signage how the ‘Theatre Open’ and ‘Theatre Closed’ concept works.

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This is carried throughout the signage and wayfinding inside the venue. The Tickets and The toilets link up with the ‘N’ shaped logo by making sure each place starts with the letter ‘T’.