What was once a grand venue scattered with laminated A4 sheets of paper to direct an audience, has now been transformed into a much more rewarding experience. A cities most desirable venue requires a most desirable form of signage with hand painted 23 karat gold leaf glass signs and branded elements now giving stronger direction throughout the theatre.
Firstly, we briefed the client on a new brand identity direction to encompass different areas of the venue. This new direction would be used for all brand collateral from logo designs, cafe menus, and wayfaring signage.
A new logo was delivered in historic reference to what is truly the oldest form of an identity found at the foot of the entrance doors. Beautifully subtle letters lay hidden here for generations. It proved to be the best possible reference needed to share the history of the iconic theatre while steering towards a modern direction.
Hand-Drawn logo designs were created to honour the lettering laid on the theatre's entrance floor while introducing accompanying letter styles for the different spaces found within the theatre. A harmonious, clean and classic style was formed for all areas of the brand.
Looking closer at the surface, you’ll find decorative architectural elements to the theatre that give it a hidden personality you won’t immediately discover. We used these in decorative border elements to consistently bind the Civic Bar logo design with all of the wayfaring signage now witnessed throughout the theatre cafe, bar, and dress circle.
Overall, we successfully transformed a difficult venue to navigate, into a deservingly pleasant and regal experience for all theatre attendees.
