We were tasked with breathing new life into a tired theatre brand. New Theatre is one of Sydney’s oldest, proudest and most independent theatres. It’s a people’s theatre in the truest sense. Their ethos is about celebrating alternative theatre, offering unique perspectives and unexpected twists, engaging experiences and helping to grow the careers of those involved. New Theatre already had a great personality; we just had to help them express it.

At the centre of the bold and unexpected new identity is the ‘NT’ logo device. This logo combines the 3 initial letters of The New Theatre into 1 simple mark. The unique mirrored structure allows applications and messaging to be rotated. This simple device captures the theatre’s aims for constant reinvention, unexpected twists, and alternative viewpoints. It also allows New Theatre to sit proudly at the centre of their productions, literally stamping their mark on productions and other collateral, claiming them as their own.

Early indications are overwhelmingly positive – leading to an energised work force and an excited public. Following a sold out opening night and increased ticket sales, it looks as though 2012 will see New Theatre fully harness their culture, personality, and brand.